In today’s fast-paced and ever-evolving business landscape, the role of corporations has transcended mere profit generation. As consumers become increasingly conscious of the world’s social and environmental challenges, companies are expected to assume a broader responsibility—one that extends beyond their traditional retail role.
The resonance of a brand now depends not only on the quality of its products or services but also on its commitment to making a positive impact on society. This paradigm shift has given rise to marketing campaigns that send out important social messages, and it is a trend that is reshaping the way businesses operate in the 21st century.
In this exclusive feature, presented by BoF Promo Codes brings you a detailed look at JadeBlue’s impressive ‘social cause’ marketing campaign that was designed to grab people’s attention towards environmental concerns and to raise awareness on the same.
About the Campaign
Since its humble beginnings in Ahmedabad, JadeBlue has come a long way in growing as a brand as well as creating its place in people’s hearts. For 41 years, the brand has been part of many people’s lives and they think of themselves as a responsible citizen who needs to play their part. Today, they leverage their popularity to address many social concerns like those about the environment and climate change.
Their most recent campaign centered around ambient media installations for World Environment Day. As a brand, JadeBlue had started talking about climate change in 2003, the same year when they began to celebrate World Environment Day. Since 2007, the brand has incorporated media installations in its approach to raising awareness on climate change.
Along with this installation, they also organized events like cycling rallies, cleaning up neighborhoods, and distributing saplings in their stores and in prominent clubs, aside from associations in various cities like Ahmedabad, Vadodara, Surat, Rajkot, Hyderabad, Bhopal, Indore, Jaipur, and more.
Objective & Execution
The campaign’s focus was addressing issues like the record high temperatures across the globe, and through that, promoting caring for the environment. To execute their campaign plans, their team came up with some out-of-the-box ideas and visuals to catch the layman’s attention and spark a thought for change.
The installations they used included:
- 5 to 6 feet tall French fries boxes that were positioned around trees on busy areas and streets with the message, “The earth is being fried up. It is time to act.” The iconic red and yellow French fries pack was conceptualized to grab attention to the uniqueness of the campaign and consequently to draw people’s attention to the climate change motif.
- The second installation was that of an 8-foot popcorn box which was erected at Cinepolis in Ahmedabad. The tub was filled with globes instead of popcorn and carried the message – “The earth is going to pop.”
- Besides these large installations, the company also distributed saplings to customers at all their stores across India.
Each year, on World Environment Day, JadeBlue uses different installations to spread messages in a unique but impactful way. As a big and prominent retailer in the market, they are committed to playing their part for and within society.
