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Industry Health & Pharmaceuticals, Business equipment & services, Corporate Image
Media Promo & PR
Market India
Agency Lodestar UM
Released June 2011


Cannes Lions 2011
Media Lions Fast Moving Consumer Goods Gold

Credits & Description

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser/Client: L'OREAL
Product/Service: GARNIER
Entrant Company: LODESTAR UM Mumbai, INDIA
Media Agency: LODESTAR UM Mumbai, INDIA
Chief Executive Officer: Shashi Sinha (Lodestar UM)
Chief Operations Officer: Nandini Dias (Lodestar UM)
General Manager: Sujata Pawar (Lodestar UM)
Media Controller: Rajeshwari Narayanan (Lodestar UM)
Business Head of Brand Experience: Dhruv Jha (Lodestar UM)
Account Executive: Nikita Khambe (Lodestar UM)
Associate Vice President: Meghna Godkhindi (Interactive Universal)
Associate Vice President: Ashish Bhushan (The Times Of India)
Chief Manager: Aniruddha Hajare (The Times Of India)
Deputy Chief Manager: Sohini Bose (The Times Of India)
Deputy Manager: Dimple Agarwal (The Times Of India)
Assistant Manager: Rahul Porwal (The Times Of India)
Results and Effectiveness:
1st time in the history, the country woke up to a green coloured, 100% recycled newspaper of The Times of India on World Environment Day.
A daily contributed and generated by the involvement of over 4.1 million people.
5013 ideas were received.
50 tons of used newspaper was recycled equivalent to saving 1,200 fully grown trees.
38894 people interacted with the ‘takecaretakecharge’ site.
Mr. Jairam Ramesh Minister For Environment & Forest was so excited that he agreed to become the editor for the day and adopted 6 ideas.
Youth in general do not read as much. With 4.1 million youth participating we challenged beliefs & changed paradigms.
Creative Execution:
Eventually the breakthrough was powerful though complex.
It was decided to approach Times of India group. Imagine convincing the world’s largest circulated English daily Times of India to use recycled paper on World Environment day. They use 50 tonnes of paper daily.
This was done on not just financial muscle but on youth engagement too.
A 45 day campaign from World Earth Day to World Environment Day was built around environment.
This campaign would seek to build a greenhouse of ideas to help build a greener planet. For every idea received, GARNIER will buy 10 kg of used newspaper. And on June 5 - World Environment Day – Times of India would reuse and recycle old newspapers and create an entirely 100% recycled newspaper.
A multi media campaign was designed to urge youth to participate using print, radio, online/social media network and on ground programs. An exclusive web site “” was created, that helped audiences enter their ideas.
Insights, Strategy and the Idea:
GARNIER is a youth brand with product values of caring, healthy beauty, natural, environment friendly encompassed in the philosophy of ‘Take Care’.
In the spirit of Take Care, GARNIER had undertaken several product initiatives eg. solar water heating system at the factory, recycling of chemical waste etc.
But none of them actually involved the core consumers - Youth.
Insight: Youth are more than willing to participate, take charge to make a difference and give back something to the world but they demand action and results. - Business World Youth Study.
World Earth Day and World Environment Day were round the corner.
The challenge was to come up with a concept on recycling that would not only generate ideas for the environment, but would also produce an immediate, visible result that could be experienced on a mass scale.
Doing this in print was doubly challenging because Print by its very nature depends on paper consumption and consequently de-forestation.