An anthem, a challenge and a campaign for the planet from TBWA India

The Federation of Indian Animals Protection Organisations (FIAPO) launched a campaign to urge India to take the 21-day Eat The Plant challenge. The campaign conceptualised by TBWAIndia broke online with a Baba Sehgal original track raking up the views and seeding the message - Plant Khao Planet Nahi.  Followed by an animated anthem 'Eat The Plant Not The Planet'. A foot tapping single voiced and composed by Acapella band Voctronica, featuring a quirky cast of super veggies alongside the band members. A visual extravaganza, an unforgettable track, a message that is the need of the hour delivered in a format that entertains, this campaign ticks all the boxes.

 

 

And it comes at a time when animal to human transmission of viruses is the burning topic of conversation at every other dinner table. FIAPO's campaign in collaboration with TBWAIndia shows how easy it is to do our part to turn things around for the earth by adopting a plant based lifestyle. 

 A series of influencer videos with the call to action Eat To Donate are up next. The videos showcase  influencers making a donation to heal planet earth by gorging on their favourite plant based delicacies. Following that is a series of unreal recipes with Unreal Discounts available only on FIAPO's instagram handle. The discounts are on a whole bunch of yummy plant based food, ranging from Vegicken Tikka to dairy free Mysore Pak and many more. This series will also feature influencers taking the ultimate taste test. 

Commenting on the core campaign idea, the Chief Creative Officer of TBWA India, Parixit Bhattacharya said, “ Our food choices are hard coded in to us and to break them is perhaps one of the most difficult things to do. Yet, we have to make a start somewhere. That’s where the 21 day plant based food challenge comes in. To position the challenge as a fun one we created a tongue in cheek platform Eat The Plant Not The Planet. We got Voctronica to produce the song and created a fun animation meets acapella video. We also got Baba Sehgal make his own song and video based on our idea. And, there are a couple of more social activations that will follow the anthem.”

Adding to that, CEO TBWAIndia Govind Pandey said: 

“ ‘Eat the plant, not the planet’ is not only a noble endeavour, but should also be seen as a motivational initiative to promote personal health and well-being. The more people take the 21 day challenge, I am sure they will observe positive impact on their own well-being.”

Varda Mehrotra, Executive Director at FIAPO said,"We have always known that plant-based diets are better for our health, for the planet and for the animals. Now with COVID 19, we need to focus on boosting our immunity and staying away from animal foods that can cause zoonotic diseases, severe environmental damage and are extremely cruel to animals. Doctors have already told us this, and now we are delighted that some of India’s top celebrities and creative minds are lending their voice to advocate for this shift, at such a crucial time. It’s the time for #EatThePlantNotThePlanet.” 

Creative Team: Geet Rathi Ahana Chaudhuri Parixit Bhattacharya

Account Team: Rohini Radhakrishnan Namrata Nandan

Strategy Team: Subramaniam Krishnan

 

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