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Trash gets a new face in Inorbit Malls in Environment Day initiative

DDB Mudra Mumbai conceptualised and executed the unique promotion with art installations made out of trash and promotional material also made from waste

BestMediaInfo Bureau | Mumbai | June 25, 2013

Inorbit wanted to create the right kind of buzz to celebrate World Environment Day on June 5. Most of the competing malls around the vicinity were conducting environment day events. The challenge lay in breaking the clutter and pulling footfalls to Inorbit Mall. So, Inorbit’s agency, DDB Mudra Mumbai, decided to promote the event with art installations made out of trash at its malls in Malad, Vashi, Cyberabad and Whitefield. The objective was to encourage people to come and witness the art installations that would be displayed for a week. Thus the unique campaign ‘Trash Gets a New Face’.

The event was promoted with the help of communication materials made of trash, discarded materials – easel stands and posters were made out of used cardboard from discarded boxes, newspapers, mango crates – with the promotion message spray-painted on them. Recycled masks were created from discarded materials like bottles, wires, tyres, etc., to catch attention. The campaign was on from June 2 to 9, 2013 at different Inorbit Malls across India.

To help grab attention, masks were created out of trash materials like plastic bottles, oil cans, wires, cardboard, etc. The masks helped catch eyeballs as every element used in the creation of masses was unique and could be easily identified as waste material. These were made for promoters to wear, carrying the cardboard with the campaign message ‘Trash Gets a New Face’ around the mall. Also, people inside the mall could click pictures displaying these masks.

The campaign saw various carton cardboards with messages up in the mall and promoters with different masks speaking to customers at the mall. The attractive face masks that the promoters carried grabbed a lot of attention in the mall with customers, kids posing with them.

Also, on the digital media, different mailers were posted asking people to come and visit the mall and check out the art installations.

On the Inorbit Facebook page, a contest was held asking people to click pictures with the masks/installations and upload them on Instagram #WEDatInOrbit

Kishore Bhatija, Managing Director and CEO, Inorbit Malls, said, “On this World Environment Day we wanted to reach out to our shoppers in a unique way as well as educate them on benefits of reusing waste. What better way than through a medium of art which is created out of scraps and wastes and translated into striking installations. Art out of recycled materials is both great for the environment and an interesting artistic challenge.”

Nishant Jethi, Associate Creative Director, DDB Mudra, Mumbai, said, “The brief was to create a campaign for World Environment Day at Inorbit. We thought what's better than creating an ad campaign made out of trash itself. So we made ad posters out of discarded cardboard, old newspapers, etc., masks from used plastic bottles, old markers and tubes that were worn by the Inorbit staff. Thus, the medium became the message as well.”


Agency: DDB Mudra Mumbai

CCO & Chairman : Sonal Dabral

Office Head: Rajiv Sabnis

Business Head: Yugandhar Madidi

Creative Heads: Amman Mannan & Ashish Phatak

Associate Creative Director: Nishant Jethi

Client Servicing: Sumana Ghosh, Arlene Mathiah

Copy Supervisor: Sandeep Iyer

Sr. Copywriter: Kanika Sharma

Sr. Visualiser: Jitendra Patel


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