Mumbai: Mindshare Content+, India’s largest full service media agency, a part of GroupM along with Tropicana, popular juice brand from PepsiCo and 101India have collaborated for its new Diwali campaign #GiftATree. As part of the new campaign, Tropicana will plant a tree on behalf of the consumers on every purchase of a Diwali gift pack.
The film titled “The Man Who Planted The Forest” showcases the journey of Jadav Payeng, the forest man of India, who single handedly converted a washed out land into a 1360-acre dense forest in Assam and gave a new home to the wild animals.
Through the story of Jadav Payeng, the brand aims to create awareness about the ill effects of pollution and afforestation and urges people to pay back to mother earth by planting a tree.
Mindshare’s specialized unit is responsible for the collaboration between the two young brands. Commenting on this association, Devendra Deshpande, Head Content+ Mindshare said, “Trees are as integral to earth as fingers are to a hand. Cutting down a tree in a forest is like cutting off a finger of a hand. Giving back to Mother Nature has always been a core fundamental of our organization and we hope this campaign reaches a large number of people and encourages them towards this cause. We at Mindshare are exceptionally happy and feel privileged to work with Tropicana for a campaign which works towards such a great initiative.”
Vineet Sharma, Brand Manager – Tropicana, said, “Tropicana is closely linked to nature as all our products are made from the fruits of nature. Festivals are a time for gifting and giving, so what better way to thank nature for its fruits than to give back to nature. With Tropicana’s #GiftATree initiative, we are taking a small step to gift trees back to nature, and our festive packs will give consumers a chance to contribute to this cause.”
“The film showcases how the efforts of a single individual can make such a huge impact to the environment. It is an inspiration to each one of us to come forward and do our bit. Our #GiftATree initiative is a humble step to encourage tree plantation amongst consumers.” he added.
Adding to this Cyrus Oshidar, MD & CCO, 101India, said, “We are extremely happy to partner with Tropicana for this great initiative. Digital storytelling is a great way for brands to engage with the millennial. What better way to reinforce an idea than through a people story that the audience can relate to.”