Specials
5 sustainable brand campaigns that stood out in 2022
Mumbai: While the world is on the brink of a new year, it’s about time that new resolutions are made and set. At times, we manage to be deterred enough to tick off the goal from our checklist that we had set out to achieve, and on other occasions, we barely manage to live up to it. But there’s one such collective resolution that we ought to strive for and fulfil despite the relentless struggles – the resolution to make the earth greener and better. And to follow suit, here are five brands that have stepped forward in pursuit of repairing the planet:
1.Log9 Materials’ #MadeForThemAsWell:
Mankind’s irresponsible actions have pushed the environment to a state of irreversible damage. Ever since Log9’s inception, their focal point has been pioneering responsible energy solutions that infuse conscience into commerce. Log9, a deep-tech startup that aims to bring about changes in the electric vehicle industry, Log9 has invested in sustainable energy solutions. The batteries they develop are suited for tropical climates and promise a life span of 15 years.
2. #JaagoRe by Tata Tea to fight climate change:
The campaign initiated by Tata Consumer aimed to create a climate-resilient supply chain by making the agricultural sector more sustainable. Tata collaborated with various partners to help tea farmers and producers and trained them on a range of sustainable agricultural practices, based on their specific situation and location. Between 2010 and 2020, Tata exceeded its target and reduced emissions of greenhouse gases by 26 per cent.
3. Himalaya Wellness Company’s tree plantation initiative:
Himalaya started its tree plantation drive in 2012 and has planted over 8,00,000 trees of 89 species in the western ghats. It partnered with the Society for Environment and Biodiversity Conservation (SEBC) to plant an additional 1,00,000 saplings of trees across the western ghats. Preserving flora and fauna remains core to Himalaya’s beliefs, and to practise what they preach, the tree plantation drive was born. This also paved the way for a number of employment opportunities for the local communities.
4. Hyundai Motor India’s ‘save water challenge’ for customers:
Hyundai encouraged its customers to choose dry washing when they took their cars in for servicing. Each dry wash saved approximately 120 litres of water. The 15-day ‘save water challenge’ commenced from 3 June 2022 and rewarded participants with online and offline activities.
5. Nestle Maggi’s campaign “2-minute Safai Ke Naam”:
This video campaign by Nestle was launched on World Environment Day 2022 and featured the Bollywood actor Rajkumar Rao to boost one of its renowned products, Maggi. They aimed to support “Swachh Bharat Abhigyan” and suggested customers throw the wrapper in a dry garbage bin. The idea was to instil in people that it takes just about two minutes to make a difference when one truly cares. It urged Maggi fanatics to not litter the surroundings by leaving the wrapper out in the open and instead dumping it in the dry waste bin.
Specials
Flipkart reveals what India bought for International Women’s Day
Flipkart data show a 5 per cent year-on-year surge in demand, with Gen Z driving a wellness boom and quick commerce growing fivefold
BENGALURU: India did not just send flowers this International Women’s Day. It sent smartphones, sarees and protein supplements. Data from Flipkart’s #FlipTrends report show overall platform demand surging 5 per cent year on year in the fortnight between February 23rd and March 8th, and the numbers reveal a nation that has turned a single calendar date into a multi-week retail moment.
Popular product choices clocked a 37 per cent year-on-year jump in orders and a 12 per cent rise in search queries. Women’s ethnic sets, sarees and mobiles were the top gifting picks, cutting across customer segments. The male-to-female shopper ratio stood at 2:1, with men buying gifts for mothers, sisters, partners, colleagues and friends, but that ratio is narrowing fast, as women shopped for themselves with notable purpose.
Gen Z shops with intent
Gen Z was the most engaged cohort, driving a 14 per cent year-on-year surge across fashion and lifestyle. The generation shopped not for indulgence but for need: searches linked to hair fall, skin pigmentation, stress, sleep and PCOS-friendly fitness rose sharply. Self-care and wellness categories, including protein supplements, vitamins, period care and grooming devices, led the charge, alongside beauty sub-categories such as face wash, face creams and sunscreens, which recorded the highest increase in demand.
Quick commerce comes into its own
Flipkart Minutes, the company’s quick-commerce arm, recorded over fivefold year-on-year growth between February 23rd and March 8th, a sign that last-minute gifting is no longer the domain of the corner florist. Curated International Women’s Day storefronts drew higher engagement than regular browsing, with shoppers discovering greeting cards, plant saplings, rings, handbags, bracelets and belts through themed collections.
Hyderabad topped the country for Women’s Day orders. Yet the more striking story was geographic spread: metros such as Ahmedabad, Chennai and Chandigarh were joined by a clutch of Tier 2 and 3 cities, including Jamshedpur, Dehradun, Coimbatore, Ranchi, Nashik, Agra, Durgapur and Bhubaneswar, signalling that aspirational, occasion-led shopping is no longer a metropolitan privilege.
If the data tell a broader story, it is this: the Indian woman is no longer waiting to be gifted wellness. She is buying it herself, in bulk, on her own terms. And she is doing it from Ranchi as readily as she is from Mumbai.
