Go green or face the blues, says JadeBlue
By Bhawana Anand | June 11, 2019
As part of its World Environment Day initiative, the brand redesigned shopping bags showcasing long whales with a hard-hitting message that were given away across 20 stores for a week.
Ahmedabad based fashion clothing brand, Jadeblue took a unique eco awareness initiative to create awareness on World Environment Day by sending out a strong message through their shopping bags. The brand re-printed their bags showcasing long whales and a stark visual depicting a bleak future, driving home the need to control global warming.
These bags were distributed in 20 of their stores for a week, which was part of a 360-degree initiative that included OOH, print and digital. JadeBlue also distributed free saplings at their 20 stores across India.
The entire initiative was executed in association with a creative agency named Fresh Lime Soda. The brand has been rigorously spreading awareness about World Environment Day for the past 14 years.
Far from the trends of new age retailing, India’s family stores are making experiences specific to their regions and customers.