Rotract Design & Branding THE CLEANOSCOPE by DDB Mudra Group Mumbai

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Industry Public awareness
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Director Deepak Singh Dogra
Art Director Nishant Jethi
Copywriter Aalap Desai
Released September 2011

Credits & Description

Category: Temporary Retail
Product/Service: ROTRACT MUMBAI
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Creative Director: Deepak Singh (DDB Mudra Group)
Copywriter: Aalap Desai (DDB Mudra Group)
Art Director: Nishant Jethi (DDB Mudra Group)
Media placement: Ambient - Parks, - 23/12/2011
Media placement: Ambient - Jogging tracks - 23/12/2011
Media placement: Ambient - Offices - 23/12/2011
Media placement: Ambient - college canteens - 23/12/2011

Describe the brief from the client
India generates about 55 million tonne trash annually. More than 75% of the diseases are caused due to lack of cleanliness.The brief was to answer this every growing problem.

Describe the challenges and key objectives
We decided to attack the basic cause.Littering. It’s an unconscious habit that’s difficult to alter. So the key objective was to make people throw trash where it belongs.The trash can.

Describe how you arrived at the final design
We took a trash can and turned it into a kaleidoscope. So that when you put trash into it, it creates a pattern.

Give some indication of how successful the outcome was in the market
The Cleanoscope made cleanliness fun and people even picked up trash from the surrounding area to try it. This resulted in the surrounding areas being cleaner than usual.In a week, a normal trash can collects 12 kilos of trash.The Cleanoscope collected 29 kilos. Because of the success, the Cleanoscope was installed at numerous other locations and operates there till date.