At a time when India’s suddenly woken up to the deadly evils of indestructible, recyclable plastic, and when the plastic straws and plastic inner linings of the ubiquitous coffee cups across the world are causing much concern and environment-linked alarm, another major food and drink packaging giant, Tetrapak, has come out with a nice, simple, catchy little rap campaign. One that targets Mumbaikars and urges them to recycle their used Tetra Pak cartons.
Recycling Rap Anthem
They’ve got Emiway Bantai, a rapper with a 1.5-lakh following on various social media platforms, to belt out Tetra Pak’s on-going consumer awareness campaign, Carton Le Aao, Classroom Banao. He tells Mumbaikars there are collection centres set up by Tetra Pak across Mumbai people can drop off their used cartons, which will thereafter be recycled to create classroom desks and other useful things for schools for the lesser-privileged.
It’s a short, simply shot rap video that puts out the message in simply. The rap often doesn’t really rhyme, not in the first half, at least, but it’s pacy delivery and Emiway Bantai’s supreme confidence more than covers for it. It ends well, though, and the message is, as I said earlier, simply and effectively delivered: ‘Carton Le Aao, Classroom Banao, underprivileged bachcho ko shiksha dilao’. The collection centres are at 45 Reliance Retail and Sahakari Bhandar outlets, and more than 130 other deposit points across Mumbai.
Tetra Pak is walking its sustainability and recycling ethos talk. Through the ‘Cartons Le Aao, Classroom Banao’ campaign, they aim to collect 8 lakh cartons – which are paper-based and fully recyclable — and reach 200 deposit centres by the end of 2018. Laudably, this initiative is designed to mobilize consumers to make a behavioral change and create a positive environmental impact.
“We have been working ahead of the curve for over 15 years to set up a viable recycling ecosystem for our paper-based cartons,” said Jaideep Gokhale, Comms DirectorSouth and South East Asia – Tetra Pak. “Today, Mumbai has more than 175 deposit centres for used cartons, and we urge Mumbaikars to make the most of these and bring back their used cartons for recycling.
“We hope that this quirky, yet inspiring, rap video will take our message to millions of Mumbaikars, and inspire them. Our message is simple – Bring us your used cartons, and we will recycle them to create something useful.”
And hey, just in case you weren’t aware, Tetra Pak is the world’s leading food processing and packaging solutions company working to provide safe and environmentally sound products each day that meet the needs of hundreds of millions of people in more than 170 countries around the world. With more than 23,000 employees based in over 85 countries, working to help make food safe and available everywhere.