Aditya Birla Group rolls out Plantable Filters on Facebook, promises to plant a tree for every filter

This World Environment Day, Aditya Birla Group has taken a pledge towards doing its bit to ensure a green environment with the introduction of Plantable Filters on Facebook. Created by Tonic Worldwide, with every Plantable Filter used on Facebook, the Aditya Birla Group promises to plant a tree – with a pledge to #FiltertheFuture.

The organisation has launched the initiative with a vision to create a small forest by planting maximum number of trees.

Aditya Birla Group companies – UltraTech Cement and Idea Cellular – in association with an NGO have already achieved creating a mini-forest in Miyawaki, Bangalore, by planting 9,000 saplings over the last two years (2017-18). Through the #FilterTheFuture concept, conceptualised and designed by Tonic Worldwide, the Aditya Birla Group reaffirms its commitment to the environment by helping consumers plant trees.

Commenting on the initiative, Chetan Asher, CEO, Tonic Worldwide, said, “#FilterTheFuture is an enabler for a bigger cause. Sometimes a simple interaction can drive a larger action and that's the beauty of technology.”

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