Tetra Pak gives Mumbai a new recycling anthem
Tetra Pak India today launched a quirky new rap to inspire Mumbaikars to recycle their used Tetra Pak cartons. A part of Tetra Pak’s on-going consumer awareness campaign - ‘Carton Le Aao, Classroom Banao’- this rap is composed by popular rapper, Emiway Bantai, who enjoys a fan base of over 1.5 lakh Mumbaikars across social media platforms. The rap talks about how Mumbaikars can simply deposit their used Tetra Pak cartons at any of the deposit centres set up by Tetra Pak across Mumbai. These cartons are then recycled to create classroom desks and other useful things for schools for the lesser-privileged.
The new rap video puts out the recycling message in a catchy form, and has all of Mumbai humming - ‘Carton Le Aao, Classroom Banao, underprivileged bachcho ko shiksha dilao’.
Jaideep Gokhale, Communications Director, South and South East Asia said, “Sustainability and recycling are an intrinsic part of our organizational ethos. We have been working ahead of the curve for over 15 years to set up a viable recycling ecosystem for our paper-based cartons. 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.”
Tetra Pak cartons are paper-based and fully recyclable. Through the ‘Cartons Le Aao, Classroom Banao’ campaign, Tetra Pak aims to collect 8 lakh cartons and reach 200 deposit centres by end of 2018. Today, Mumbaikars can deposit their used cartons at 45 Reliance Retail and Sahakari Bhandar outlets and over 130 other deposit points across the city of Mumbai. This initiative is designed to mobilize consumers to make a behavioral change and create a positive environmental impact.