Cotex Bio-Farm: GOOD PAPER PROJECT

Credits & Description:

Advertiser: COTEX BIO-FARM
Agency: LEO BURNETT INDIA
Category: Fast Moving Consumer Goods
Advertising campaign: GOOD PAPER PROJECT
Director: Dilip Trivedi (Fresno and Bakersfield India)
Chief Creative Officer - India Sub-Continent: K V Sridhar (Leo Burnett)
Photographer: Shashank Sharma (Freelancer)
Art Director : Payal Juthani (Leo Burnett )
Copywriter: Vikram Pandey (Leo Pandey)
Illustrator: Santosh Harmarkar (Leo Burnett)
Dop: Varun Dutt (Freelancer)
Executive Creative Director / Copywriter: Vikram Pandey (Leo Burnett)
Art Director: Amit Thakur (Leo Burnett)
Production: Elijah Tesla (Ecobasket Krafts)
Copywriter: Jay Divanji (Leo Burnett)
Dop: Kevin Pereira (Freelancer)
Creative Director - Design: Payal Juthani (Leo Burnett)
Production: Suresh Lodh (Screenart Enterprises)
Client Servicing: Swati Khanduri (Leo Burnett)
Director: Dilip Trivedi (Fresno and Bakersfield India )
National Creative Director: Nitesh Tiwari (Leo Burnett)

Strategy
Bio-farm is a maker of organic fertilizers. It prides itself on making eco-friendly fertilizers and caring for Mother Nature. It caters to an urban audience, including nurseries, flower enthusiasts and casual plant growers. Bio-Farm wanted to redesign their existing packaging and also involve its nature-loving consumers in an interesting manner. So instead of only creating a new visual design on the existing plastic packaging, we decided to go for a radical overhaul of the packaging. We wanted to create a new packaging that would take the company’s philosophy of being eco-friendly to a new level. Thus was born the ‘Good Paper Project’, a packaging design that used Bio-Farm fertilizer itself to create environment-friendly design.

Effectiveness
The environment-friendly and value-for-money packaging proved a huge hit among the target audience. The stocks sold very quickly, and the stores were out-of-stock very often. In terms of numbers, sales increased by 27% in the 4 months since the new packaging was introduced. Bio-Farm benefitted as the packaging established their eco-friendly values, the customers benefitted as they go more fertilizer per pack. Bio Farm took the higher ground of being a truly nature loving brand and this created affinity in the minds of the consumers as well as retailers who felt the same way about the nature. Needless to say, the packaging won the everyone's heart and more importantly the environment benefitted from it!

Execution
Staying true to its name: 'Good Paper Project', we decided to eliminate the use of plastic and create paper that was made by mixing regular paper pulp and Bio-Farm fertilizer. This paper was then used to create packaging design printed with organic (eco-friendly) ink.Once empty, this packaging could be torn into small pieces and mixed in the soil. Upon watering the pieces of paper dissolved in the soil and acted as a regular fertilizer. So, in a nutshell, the ‘Good Paper Project’ packaging design was 100% organic and showed 100% love to Mother Nature.