On the occasion of World Earth Day, Seagram’s 100 Pipers rolled out the ‘Play For A Cause’ campaign, which aims at planting a million trees over the course of a year. Apart from this, the 13 environment-themed NFTs launched by it on the occasion, were sold within 10-minutes of the launch.
Proceeds from the NFT sale will go to Aroh Foundation, which will use them to further the cause of ecological regeneration. The virtual launch event was attended by Karthik Mohindra, Chief Marketing Officer, Pernod Ricard India, Pierre De Greef, Digital Marketing Director, Pernod Ricard and Neelam Gupta, Founder President and CEO of Aroh Foundation.
On the occasion, De Greef spoke about the concept of CTOs (Chief Tree Officers). As part of the campaign, Seagram invites people to be the CTOs and take responsibility for a tree from its inception till maturity.
Mohindra said, “This year, Play For A Cause aims to resonate even more strongly with the youth by supporting the cause of Tree Plantation and Eco-Regeneration in two unique ways. Starting Earth Day 2022, 100 Pipers will work closely with Aroh Foundation for planting one million trees across India over a year. Riding the winds of change, 100 Pipers has also leveraged new-age technologies like NFTs to support this cause and drive the message home with the future generations – a first-ever in India!”
He further stated that after the first successful drop of their NFTs, the company will soon come up with the second drop.
Gupta, on the other hand, spoke about the scientific aspect of tree plantation. She said, “At no time has it been more evident and more important that we invest in our planet. The collaboration with Seagram’s 100 Pipers ‘Play for a Cause’ is a perfect platform to further amplify our efforts towards environment protection with the India-wide one million tree plantation drive. Also, in order to shape our future, we need to embrace technologies of the future which makes the NFT campaign extremely relevant to ensure our message reaches the young audience of today.”