Pernod Ricard India’s new campaign encourages eco-conscious consumption

Pernod Ricard India (PRI), a global leader in the wine and spirits industry today unveiled its #OneForOurPlanet campaign, which sets in motion the elimination of 100% permanent mono-cartons from its packaging by June 2023. The campaign aims to bring together ‘responsible consumption’ practices and nudge today’s purpose-driven consumers to make eco-conscious decisions.  

Recent studies indicate that Indians are keen to make efforts towards sustainability, but they want brands to lead the way, highlighting the scope for brands to do more to educate, encourage and make consumers part of the process. Since 2020, Pernod Ricard India has been working on a pilot project to test consumer acceptance of the removal of permanent mono-cartons from its packaging, taking a step and evaluating its contribution to the overflowing landfills. The #OFOP campaign film showcases the company’s commitment to reducing the environmental impact of secondary packaging and the waste generated across each step of its value chain. The campaign film highlights Pernod Ricard India’s step towards a greener tomorrow by reducing carbon emission every year by 7310 Tonnes, saving 2.5 lakh trees, and reducing landfill by 18745 tons.  

Talking about the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “The world has entered a new era of sustainability and we are catering to consumers who are becoming increasingly eco-conscious. They are seeking brands and products that bolster a sustainable impact on the environment and planet at large. As a responsible corporate citizen present in India for over 25 years, sustainability is key to Pernod Ricard India’s operations and our new campaign #OneForOurPlanet is a testament to our commitment. Through this campaign we aim to inspire consumers to not only make eco-conscious purchase decisions but also champion this cause and help us evangelize this into a larger movement. We are humbly proud of this initiative and also urge our industry peers and partners to unbox their ‘spirits’ and join this initiative that’s another one for our planet.”  

To ensure consumer adoption of this major environment and industry-first initiative, Pernod Ricard India is steering a conscious consumption movement by sensitizing and educating its consumers. The company will also continue to team with local communities, NGOs, industry peers, and customers to pave way for a truly circular economy. For the seamless transition through this journey, the company has introduced innovative ways to build awareness in several markets by introducing around the initiative #OneForOurPlanet.  

Leading change in the industry, #OneForOurPlanet is a significant step in achieving the company’s commitment towards zero-waste-to-landfill contribution for permanent mono-cartons by 2030. This landmark move is the first part of the company’s ambitious sustainable packaging strategy, which aims to support a circular economy and is aligned with the company’s 2030 Sustainability and Responsibility roadmap -- ‘Good Times from a Good Place’.