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Inorbit Mall : Turning trash to art

By Dipanjan Mukherjee | Vjmedia Works | June 26, 2013

The growing need to be sustainable is gradually becoming a chosen option for brands and retailers to attract shoppers. One such initiative was taken by Inorbit mall on World Environment Day by creating art installations made entirely out of trash.

Inorbit celebrated the World Environment Day this year by creating art installations made completely out of trash. The campaign named'Trash gets a new face' was initiated at Inorbit Malls-Malad, Vashi, Hyberabad and Bangalore on June 5, 2013, which also is celebrated globally as World Environment Day.

Speaking on the initiative, Kishore Bhatija, MD and CEO, Inorbit Malls said, "On this World Environment Day we wanted to reach out to our shoppers in a unique way as well as educate them on benefits of reusing waste. What better way than through a medium of art which is created out of scraps and wastes and translated into striking installations. Art out of recycled materials is both great for the environment and an interesting artistic challenge.”

The campaign was created based on the idea of using recycled ads. It was decided to promote the event with the help of communication materials made of trash and discarded materials. Easel stands and posters were made out of used cardboard (from discarded boxes), newspapers, mango crates with the promotion message spray painted on it. Recycled masks were created from discarded materials like bottles, wires, tyres etc.
"We thought what's better than creating an ad campaign made out of trash itself. So we made ad posters out of discarded card board, old newspapers, etc. And masks from used plastic bottles, old markers and tubes that were worn by the InOrbit staff. Thus, the medium became the message as well,” said Nishant Jethi, Associate Creative Director, DDB Mudra Group.
 
The message of the campaign was to give an innovative approach to the waste all around us as the campaign revolved around creating communication made out of trash.

To help grab attention, various masks were created out of different trash materials like plastic bottles, oil cans, wires, cardboard, etc. The masks helped to catch eye balls as every element used in the creation of masses was unique and could be easily identified as waste materials. These were  made for promoters to wear, carrying the cardboard with the campaign message - 'Trash gets a new face' around the mall. Shoppers clicked pictures displaying these masks as the initiative grabbed attention in the mall, with customers, kids posing with them near the art installatiion. The campaign saw various carton cardboards with messages up in the mall and promoters with different masks speaking to customers at the mall. Trash gets a new face campaign was on from June 2 to 9, 2013 at the different Inorbit Malls across India.
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