This festive season, the juice brand Tropicana has started a special initiative to encourage gifting back to nature with its #GiftATree initiative. The brand has initiated a series of activities across the country to spread awareness about the importance of planting trees. The brand has partnered with the ‘Rally for Rivers’ initiative and Grow-Trees.com and has pledged to plant over 25,000 trees.
As part of its efforts, the brand released a digital film titled ‘The Man Who Planted A Forest’ today. The film pays a tribute to Padma Shri Awardee Jadav Molai Payeng, popularly known as the ‘Forest Man of India’. The inspiring film traces his journey, from 1979, when at the young age of 16 he started by planting one sapling a day in the middle of a barren wasteland in Assam to now, where through his efforts he has raised a whole forest in over three decades. Shot on location, the film captures the vast 1,360-acre Molai forest that is located near Kokilamukh of Jorhat, Assam and is named after the Forest Man himself.
Talking about their efforts and the launch of the digital film, Vineet Sharma, Brand Manager – Tropicana, said, “Tropicana is closely linked to nature as all our products are made from the fruits of nature. Festivals are a time for gifting and giving, so what better way to thank nature for its fruits than to give back to nature. With Tropicana’s #GiftATree initiative, we are taking a small step to gift trees back to nature, and our festive packs will give consumers a chance to contribute to this cause.”
“The film showcases how the efforts of a single individual can make such a huge impact to the environment. It is an inspiration to each one of us to come forward and do our bit. Our #GiftATree initiative is a humble step to encourage tree plantation amongst consumers.”, he added.
Talking about the film Cyrus Oshidar, MD & CCO, 101India said, “We are extremely happy to partner with Tropicana for this great initiative. Digital storytelling is a great way for brands to engage with the millennial. What better way to reinforce an idea than through a people story that the audience can relate to.”
As part of its robust 360-degree campaign, the brand has also introduced a special gift pack, sales from which will contribute towards the initiative as well.
Another interesting initiative by the brand turned the popular radio station Radio Mirchi 98.3 FM into 98.Tree to support the cause. The radio station drove awareness and engaged with consumers for the #GiftATree initiative.
Earlier this month, Tropicana also partnered with the Isha Foundation’s ‘Rally For Rivers’ to support their awareness drive across cities such as Chandigarh, Lucknow and Haridwar to encourage people to pledge their support to the cause of restoring the country’s rivers.