Consumerism is driving India’s growth and the burgeoning retail sector is adding to this mania by completely changing the way shopping is done – from a humdrum chore to a family outing. While this growth is really exciting, the pressure is on the packaging industry to meet the growing demand, changing consumer preferences and above all to face the challenge keeping the environment clean & green. Disposal of packaging wastes is a global concern and especially in a rapidly growing economy like India and it is the onus of every Company in the packaging industry to make a conscious effort in this direction. Consumers too, today are increasingly becoming environment conscious and given a choice would prefer to go for the greener option. It is with this conviction that TCIL decided to take a big and innovative initiative in this direction to reach out to the consumers at large and communicate the eco-friendly credentials of tinplate in an attempt to enhance their mindshare. And what could a better day to start than 5th June – World Environment Day and what could have been better location than a hypermarket buzzing with consumers?

5th June 2011 was not an ordinary Sunday at Spencer's Hypermarket at South City Mall, Kolkata - their largest store in West Bengal. Nearly 14,000 consumers met with "Tinplate" and about 2000 children and the entire staff of Spencer's proudly wore a badge that read - "Tin Cans for a Greener Future. Think Nature Think Tinplate" and about 80 women wearing green were treated to a surprise gift - a heart shaped tin can with chocolates. This was TCIL’s very first promotional campaign among consumers at large.

As a part of the business promotion initiatives, TCIL organized a promotional campaign on 5th June – World Environment Day – choosing it the most appropriate occasion to promote the eco-friendliness of tinplate among consumers at large.

Two young boys dressed themselves up as Tin Man wearing specially designed costumes that looked like a tin can and greeted all consumers as they entered and left the store. The concept of personifying tinplate was to drive home the message that tinplate being naturally and eternally recyclable is a substrate that sustains life. The costume had the message “Tin Cans are 100% recyclable” printed boldly on it. Apart from this we had also displayed flexes conveying the eco-friendly credentials of tinplate and placed them at prominent locations. The campaign was big hit especially among children and young adults. It was very encouraging to see consumers specifically demand for the badges and what was more heartening and reflective of the new environment conscious consumers was the fact that almost all who got the badge made it a point to wear it immediately.