At the Food Stalls, the demand for any beverage is the most and therefore the littering of the drinking cups is also the most. We considered the Food Stalls outside the city/town limits to focus our attention as the garbage disposal facilities are minimum to none.

We produced bio-degradable cups and gave it to select stalls. What was really innovative and relevant was that the cups were lined with seeds. So, even if the cups are not cleared they will decompose and the seeds will be buried into the soil from where eventually trees will start growing

A wonderful way of converting garbage into greenery

The entire journey was mapped out along with the locations of the Food Stalls. Based on footfalls and available facilities for food and refreshment, locations for running the activity were selected. However, branding opportunities were identified all along the journey. This gave the brand and its message very high saliency.

The local media (print, television and digital) were primed about the activity so as to reach a much larger audience. The entire journey was played out on Sakal’s digital assets

This initiative by BBRL was one more step towards making Maharashtra a greener place and helping preserve the environment.

We reached out to more than 1million people through this activity and earned PR value worth USD 25,000.

On the business front, unaided awareness for the brand went up by 600 basis points as did Top of Mind awareness.

More importantly, we drove brand equity during tea consumption moments while creating positive social impact