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Maitri’s ‘Building For Tomorrow… Today!’ theme stall adjudged best at Paperex 2005

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Maitri’s ‘Building For Tomorrow… Today!’ theme stall adjudged best at Paperex 2005

The Andhra Pradesh Paper Mill’s (APPM) stall was adjudged the best in terms of concept and design at the Paperex 2005 exhibition held in Delhi recently. The concept and design were by Maitri Advertising, while the stall execution was by Showspace.

The work by Maitri Advertising’s Chennai office on the theme ‘Building For Tomorrow… Today!’ stood out from the rest of the stalls. While a majority of the exhibits focused on product displays, Maitri focused on the environmental concerns of its clients.

Speaking to exchange4media, Sajan Abraham, MD, Maitri Advertising Works, said, “Focusing on the client brief of environment concerns, we arrived at the concept zeroing in on some key issues like cutting down of trees and the chemical processes involved in paper manufacturing, which are not environment friendly. The protecting, caring, and nurturing hands were used as metaphor for APPM’s pioneering efforts in protecting the environment.”

The conceptual idea was writer Selva’s, and working with him on the campaign was Art Director Rajan. The copy is almost poetic, lending a different treatment to the theme, and doesn’t directly address any of the issues. One of the creatives shows a waterfall pouring into the palm of a hand, and the copy reads, ‘Water is the one substance from which the earth can conceal nothing; it sucks out its innermost secrets and brings them to our very lips’.

Another creative shows the sun resting in the curl of a palm, which is accompanied by the copy, ‘The Sun is probably the only safe nuclear reactor, situated as it is some ninety-three million miles away.’

At the previous Paperex exhibition (held in 2003), a Maitri concept had secured APPM a commendation for its stall concept on the theme ‘World of Paper’, highlighting the use of paper in innovative ways. This year, APPM’s choice of theme was in keeping with its efforts on the ‘Farm Forestry’ front.

As part of its expansion plan, APPM will create the single largest continuous pulping facility and switch entirely to Elemental Chlorine Free bleaching process. All these efforts were well ahead of CREP stipulations on environmental compliance for control of AOX, ECF pulping and treated wastewater discharge, said an APPM release.


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