Garnier and TOI take green charge

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 27, 2010
Garnier, in association with TOI and CEE, launches a 45 day campaign that invites ideas on environmental issues

As the world celebrated the 40th Earth Day on April 22, Garnier, the mass market brand of French cosmetic company L'Oréal, joined hands with India's leading English daily, The Times of India, to promote green ideas amongst the Indian citizens.

The 'Take Care, Take Charge' initiative by Garnier and The Times of India is a 45 days long campaign designed on the platform of recycling paper. The campaign invites ideas on six topics related to environment - namely water conservation and pollution, energy generation and conservation, recycling and waste management, transportation and vehicular pollution, heritage and conservation of culture and biodiversity and greening. The knowledge partner for this campaign is the Centre for Environment Education (CEE).

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"The youth today are the torchbearers of the future. Sharing this vision for a better tomorrow on World Earth Day, Garnier, along with The Times of India, launched the 'Take Care, Take Charge' initiative, a one of its kind youth centric, eco friendly campaign designed on the platform of recycling paper," says Richa Singh, marketing manager, Garnier.

The initiative will be promoted through ads on newspapers, radio, through SMSes and digital media. Interested participants from Mumbai, Delhi, Bengaluru, Chennai, Hyderabad and Kolkata can send in their ideas by registering on the website, For every idea received, Garnier and TOI will buy 10 kg of paper for recycling.

These ideas will then be judged on the parameters of relevance to topics mentioned, originality, implement-friendliness, impact/scale, implementation cost (approximate) and approximate time line for implementation. 10 ideas per city will be finalised on the set parameters by the CEE and one idea per city will be chosen by the panel of judges and CEE officials.

"We will reward the six winners from each city, who will help compile a special edition of TOI in June, along with the minister-in-charge of the Ministry of Environment and Forests, Shri Jairam Ramesh. The issue will also feature green-rich editorials by noted environmentalists and opinion leaders. The content in the paper will also showcase the six winners and their winning ideas from the green citizens' campaign," says Singh.

The winning ideas will be shared with respective bodies aligned to the campaign and the ideas will be recommended to the government bodies for implementation or further development.