Tetra Pak India drives awareness to protect environment

Conceptualized by Dentsu, the print and radio campaign focuses on how consumers can play a role

BestMediaInfo Bureau | Delhi | April 12, 2012

Tetra Pak, the world's leading food processing and packaging solutions company, recently launched a unique advertising campaign on how consumers can play a role in protecting the environment. Every time you pick up a Tetra Pak carton you have the opportunity to create a greener tomorrow. Made primarily from renewable resources, Tetra Pak cartons can be recycled into benches, chairs, books, roofing sheets and much more, after you dispose of them.

Tetra Pak South Asia Markets Communications and Environment Director Jaideep Gokhale said, “True to our motto, 'Protects What's Good', Tetra Pak's commitment to consumers, customers and all stakeholders goes beyond protecting the contents in a Tetra Pak carton. Tetra Pak is actively promoting initiatives that encourage environmental awareness and sustainability. This campaign aims to increase awareness about the benefits of recycling Tetra Pak cartons and how they are 'Good for You' by providing good nutrition and how they are 'Good for the Earth' by being recyclable.”

The pilot campaign will be promoted through print and radio activations through 100 schools in Delhi-NCR for a duration of one month.

Driving this message are 170,000 school children who are part of Project SEARCH, an environment education programme, initiated jointly by The Energy and Resources Institute (TERI) and Tetra Pak.

“Leading environmentalist and polar explorer OBE Robert Swan will be visiting India soon to motivate and encourage children of Project SEARCH who are actively promoting environment sustainability. While these students are spreading sustainability across seven cities where Project SEARCH is present, our new campaign will help create more visibility and awareness,” added Gokhale.

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