Rotract: THE CLEANOSCOPE

Credits & Description:

Category: Temporary Retail

Advertiser: ROTRACT MUMBAI

Product/Service: ROTRACT MUMBAI

Agency: DDB MUDRA GROUP

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.