'Cartons Le Aao, Classroom Banao' urges Mumbaikars to recycle used Tetra Pak cartons

Tetra Pak has tied up with McCann Health India for this multi-city recycling initiative

e4m by exchange4media Staff
Updated: Apr 19, 2017 8:10 AM
'Cartons Le Aao, Classroom Banao' urges Mumbaikars to recycle used Tetra Pak cartons

In line with its efforts to raise awareness and encourage recycling of used cartons, Tetra Pak, one of the world's leading packaging and processing solutions provider has partnered with McCann Health India for the launch  of 'Cartons Le Aao, Classroom Banao'. This initiative is part of Tetra Pak’s ongoing flagship programme 'Go Green with Tetra Pak'. This is a multi-city campaign, the first leg in Mumbai, undertaken in collaboration with retail chains Reliance Fresh, Reliance Smart and Sahakari Bhandar and with NGO RUR Greenlife, a Mumbai-based environment organisation at the forefront of promoting recycling.

Since the beginning of the Go Green campaign in 2010, 1.8 million cartons have already been collected and recycled and 250 desks school desks have been provided to schools for the lesser privileged through this campaign.

“The 'Cartons Le Aao, Classroom Banao' initiative is aimed at bringing a behavioural change in consumers towards adopting green practices by encouraging them to deposit used paper-based Tetra Pak cartons for recycling at various collection centres,” says Jaideep Gokhale, Communications Director, South Asia Markets, Tetra Pak.

Tetra Pak cartons are paper-based and fully recyclable and can be used to make several useful products such as desks, notepads, exam pads and even roofing sheets.

“This is a great initiative to encourage India to go green not just with environment but with health as well. This is well aligned with the PM’s vision of Swacch Bharat but also allows citizens to give back to society by doing good – recycling a valuable resource into something useful that benefits certain sections of society,” says Dr. Harshit Jain, Marketing Director (APAC) & Senior Vice President, Country Head (INDIA).

The campaign was launched with a video on YouTube, where a kid named Rohan, played by Mikail Gandhi, is seen collecting used Tetra Pak cartons at home. The background score – ‘Ek carton, do carton, teen carton, chaar…’ - talks about depositing  used cartons at the collection centers. The video shows various situations at Rohan’s home, in the kitchen, at the play area, the breakfast table etc., from where Rohan fetches the used cartons of cooking oil, juice packs, milk cartons and others, flattens them with the help of his grandfather, and takes them to the collection centre. The video closes with Rohan’s mother (Chhavi Mittal) giving out the key message and the purpose of Rohan’s carton collection.

 To take the campaign message to Mumbaikars across the city, Tetra Pak has also tied up with the Dabbawala association. Mumbaikars will soon receive a 'special message' delivered to their doorstep, along with their dabba, encouraging them to recycle their used Tetra Pak cartons.

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