Trash gets a new face - DDB Mudra

Trash gets a new face
The Objective
To create a buzz around the fact that InOrbit is making art installations out of trash for the world
Environment day on 5 June 2013 at InOrbit Malls-Malad, Vashi, Cyberabad and Whitefield.
The Challenge
Most of the competing malls around the vicinity were conducting Environment day events. The
challenge lay in breaking the clutter and pulling footfalls to InOrbit Mall to encourage people to come
and witness the art installations that would be displayed for a week. Also making sure the
communication itself supported the cause of World Environment, by not wasting paper, etc
The Idea: Recycled ads
It was decided to promote the event with the help of communication materials made of trash, discarded
materials, themselves. Easel stands and posters were made out of used cardboard (from discarded
boxes), newspapers, mango crates , with the promotion message spray painted on it. Recycled masks
were created from discarded materials like bottles, wires, tyres etc. to catch attention.
Campaign message: “Trash gets a new face”
On World Environment day, the campaign “Trash gets a new face” revolved around creating
communication made out of Trash. With the help of Packaging cardboards, the event details were spray
painted on the same, using these as Posters for Society Activations and for Easel stands inside the Mall.
Also, to help grab attention, various masks were created out of different trash materials like plastic
bottles, oil cans, wires, cardboard, etc. The masks created helped catch eye balls as every element used
in the creation of masses was unique and could be easily identified as waste materials. These were
made for Promoters to wear, carrying the cardboard with the Campaign message –Trash gets a New
face around the mall. Also, people inside the mall could click pictures displaying these masks.
The Execution
“Trash gets a new face” campaign saw various carton cardboards with messages up in the mall and
promoters with different masks speaking to customers at the mall. The attractive face masks that the
promoters carried, grabbed a lot of attention in the mall, with customers, kids posing with them.
Also, on the digital media, different mailers were posted asking people to come and visit the mall and
check out the art installations.
On the InOrbit Facebook page, there was a contest held asking people to click pictures with the
masks/installations and upload the same on Instagram #WEDatInOrbit
The Results

The campaign was on from 2 to 9 June 2013 at the different InOrbit Malls across India. The Trash
Installation at InOrbit Mall was conveyed in an interesting manner with the help of communication
material that were all made by trash itself
This also served the purpose of saving paper, by not printing easel boards unlike done for the regular
events. The campaign received good coverage on Main line newspapers like TOI and Indian Express.
Talking about this initiative, Mr. Kishore Bhatija, Managing Director and Chief Executive Officer, InOrbit
Malls said, “On this World Environment Day we wanted to reach out to our shoppers in a unique way as
well as educate them on benefits of reusing waste. What better way than through a medium of art which
is created out of scraps and wastes and translated into striking installations. Art out of recycled materials
is both great for the environment and an interesting artistic challenge.”
Commenting on this, Nishant Jethi, Associate Creative Director said, “The brief was to create a
campaign for World Environment Day at InOrbit. We thought what's better than creating an ad
campaign made out of trash itself. So we made ad posters out of discarded card board, old newspapers,
etc. And masks from used plastic bottles, Saffola bottles, old markers and tubes that were worn by the
InOrbit staff. Thus, the medium became the message as well.”
DDB Mudra Mumbai
Office Head: Rajiv Sabnis
Business Head: Yugandhar Madidi
Art: Ashish Phatak
Copy: Amman Mannan
Associate Creative Director: Nishant Jethi
Client Servicing: Sumana Ghosh, Arlene Mathiah
Copy Supervisor: Sandeep Iyer
Sr Copywriter : Kanika Sharma
Sr Visualizor: Jitendra Patel
About DDB Mudra Group:-
The DDB Mudra Group, a member of the Omnicom/DDB Worldwide Group, is India’s largest integrated
marketing communications and services network. DDB Mudra Group comprises three agency networks,
six specialist agencies and eleven strategic business units which offer their expertise under four
disciplines (Media, OOH, Retail and Experiential).
DDB Mudra Group operates out of its offices in fifteen leading cities and is represented in more than
twenty other locations, giving it a comprehensive presence across the length and breadth of the
country. It has more than 1,100 employees and a reach across 175,000 villages, 4000 towns, 3500
schools and nearly 7 million students.

Its scope of services run the gamut through Advertising, Media Planning & Buying, Digital & New Media,
Data-driven Marketing, Health & Lifestyle, OOH, Retail Design and Visual Merchandising, Navigation
Solutions, Experiential Marketing (Promotions, Events, Rural), Trade Marketing, Youth Marketing,
Localisation Pre-Media Services, Content Creation, Strategy and Design Consultancy.
In 2011, DDB Mudra Group was India's most awarded agency network at Cannes, Spikes and Abbys
among others. In 2012, the Group led the Indian tally by bagging maximum number of awards in the
three most famous international award forums Cannes Lions bagging 1 Gold, 1 Bronze and 20 shortlists,
Adfest (Asia Pacific Advertising Festival) Awards, bagging 3 Silvers and 6 Bronzes and PMAA
(Promotional Marketing Awards of Asia), bagging 1 Gold, 1 Silver, 2 Bronzes and 7 Orders of Merit. At
the much talked about ABBYs, DDB Mudra Group stood #4 with a total of 33 awards including 2 Golds,
13 Silvers and 18 Bronzes. The Group also won a Gold and a Silver award at the IAA (International
Advertising Association) Olive Crown Awards. More recently, at the coveted D&AD awards (a platform
which recognises creative talent worldwide) the Group bagged the ‘In-Book’ award for its client Philips
Electronics.
The DDB Mudra Group's clients include Aircel, Arvind Stores, Akai, Ashok Leyland, Asian Paints, BPCL,
Bank of Baroda, Baxter, Castrol, Cipla, Colgate, Dabur, Emirates, Emami, Federal Bank, Future Group,
Gillette India, Godrej, Gulf Oil, HDFC Bank, HPCL, Hindustan Unilever, HP, HUL, IDBI Bank Group, ITC,
Jaypee, Jyothy Laboratories - Henkel, ICICI Prudential Mutual Funds, Johnson & Johnson, L&T, LIC,
Lavasa, Livon, McDonalds, MSD, Malayala Manorama, Mother Dairy, Nestle, Nirmal Lifestyle, Novartis,
PepsiCo, Peter England, Philips Healthcare, Policybazaar.com, Reebok, Rotomac, Sab Miller, Shell, Star
India, Standard Chartered Bank, Symphony, Tata Communications, Tourism Australia, TTK Prestige,
UNICEF, Union Bank of India, United Spirits, Videocon, Volkswagen, Western Union, World Gold Council,
Worldwide Media, Wipro, Wrigley, YOU Broadband and Zydus.
Contact:-
Neeti Nayak – DDB Mudra Group
Neeti.nayak@ddbmudragroup.com
+91 80800 45879