Chennai: KTV Group owned Edible Oil Brand, Sunland Refined Sunflower Oil has launched its new Social Awareness Campaign “Carrybag Kasthuri”, strongly positioning itself as a Green Ambassador, advocating the cause of Green Shopping by saying no to plastic Carry Bags. As part of its drive for a social change in consumer behavior, Sunland will be distributing Cotton Carry Bags with its 5 Liter Container for a subsidized price to consumers, prompting them to use the bag for all their future shopping needs.
Brand Sunland has the history of pioneering the pro-green movements with the launch of its products in pet bottles that are recyclable conveniently. Apparently, the “Carrybag Kasthuri” campaign was launched in support of the Tamil Nadu government’s efforts to Ban the usage of Plastic Bags effective from 1st January 2019.
In order to create a strong impact with highest level of recall, Carrybag Kasthuri” campaign, a Word Play Teaser film was rolled out to trigger curiosity among the target audience and subsequently the revelation film started buzzing from 27th July 2018. The film was packaged with lots of action supported by music in the initial stage featuring the mother, followed by an emotional touch in the middle with daughter and finally film advocates the need for a change in shopping practice with the usage of Cotton Bags instead of plastic carry bags.
Briefing the strategy behind the Carrybag Kasthuri” campaign, K R Sathya Vendan from Procon Management Services, who is the Marketing & Brands Advisor for KTV Group said, “The Packaging Industry being the 45% consumer of plastics in India, has the great responsibility in promoting green awareness among the general public. We wanted to support the Tamilnadu govt’s drive to ban the usage of plastic bags from January 2019 and this campaign will be a prelude to it. The client KTV Group was generous enough in allocating resources towards this Green Ambassador campaign”
“Sunland was the fastest growing Edible Oil Brand in Tamilnadu with 22% growth in the previous year and we wanted to establish a better trust with our consumers by positioning ourselves as a brand that cares for their health and environment. The entire sales force of the Group is actively reaching out; promoting and creating awareness on the cause at consumer touch points. We purposely made the customers to pay a subsidized price of Rs 25 in-order to under stand the value of the Green Shopping Bags as many previous studies revealed that any thing that comes for free doesn’t have a value in consumers mind.”
The Independent Creative and Media agency, Challenge Advertising executed the concept ideated by K R Sathya Vendhan.
Expressing his happiness over the execution of the Campaign – Sathya Vendhan said, “I must thank Mr Sakthivel and his team for the untiring efforts in completing the assignment in a desired fashion. The task involved many level of changes and they were shuttling back and forth for crafting the commercial and campaign launch.”
Dr R. Sakthivel, CEO of Challenge Advertising said, “Sunland’s “Carrybag Kasthuri” campaign for was one of the most satisfying assignment that we have executed in the recent times. In order to magnify the reach of the camping we have adopted unique media plan, targeting the right audience. We adopted the idea of launching word play teaser ahead of the main film launch. The tag line “Carrybag Kasthuri” was resonating across the market triggering the curiosity of the audience. Now, we will be harvesting the benefit of high interest levels among the audience with the revelation film launched today (27th July). We are grateful to the client for their confidence in our services.”
