Only Earth Launches the “Plan(e)t Power” campaign
The concept for the ‘Plan(e)t Power’ campaign is founded on recent research conducted in India which shows that a growing number of consumers are purchasing or opting for plant-based milk and alternatives for multiple reasons. Only Earth with the support of Good Food Institute found 97% of users are making conscious purchases due to health reasons, while 63% of users are making the shift due to ethical reasons.
The campaign narrative stems from the observation that food production accounts for 26% of global greenhouse gas emissions. This becomes clear when we see that we dedicate 83% of our farmland to livestock which provides only 18% of our calories. You can start combating climate change by reducing your dependence on dairy and switching to plant based milk.
Led by Tanya Ahluwalia (Brand and Marketing Head at Only Earth), the campaign was conceptualized by The Content Lab. Only Earth’s campaign is brought to life through a stop motion film directed by Sharanya Ramesh showing our ‘heroes’, Almond, Coconut, and Oats take center stage. The team imagined Plan(e)t Power to be a light-hearted yet profound take on how almond, coconut and oats make a great alternative to dairy, so that the world can heal, rejuvenate and restore itself for humans, animals, and the entire ecosystem.
The idea of a stop-motion style for the film is an attempt to offer a visually clutter-breaking experience, putting animals, forests and the ingredients in focus for a memorable watch. "Apart from the refreshing stop motion treatment, we wanted to take an approach to humanise the ingredients, so the audience truly connects with the attributes of this milk," says Vaibhav Mehta, Creative Director, The Content Lab.
Expect to see extraordinary animation, miniature art, set design, and puppet fabrication in the film. Sharanya specialises in creating audio visual worlds with materials like clay, paper, cardboard, wood, and found objects. Her previous film, ‘Thatha’s Secret’ completed a journey around the world to various film festivals. The film is written by Supriya Sehgal, with Creative Direction by Vaibhav Mehta, and the music has been created by Aakash Rijia.
The film aims to spotlight Only Earth's ethos of being anchored in sustainability (to arrest the effects of climate change) and to move towards a cruelty free world. It has been an absolute joy to work on creating our ‘Plan(e)t Power’ campaign. We hope this brings joy but also drives home our message. We need to work together to make the change and more importantly we can all make a difference - It's in your hands”, says Ahluwalia.
Speaking about the campaign further, Kunal Mutha, Founder Only Earth says, “Veganism and plant-based alternatives are at an all-time high. The pandemic has definitely resulted in people being more conscious about their health and wellness as well as becoming more aware of climate change and sustainability. Our objective with this film is to talk about how a simple dietary shift can be a climate positive decision.”