“PLANET KE RAKHWALE”

-A NOKIA Initiative.

-BY

Name:- Jyoti S. Singh.

Roll No: - 624

S Y B.M.S

Sydenham College of Commerce & Economics.

ABOUT THE CAMPAIGN

“BANO PLANET KE RAKHWALE”, campaign in India is a well known campaign by NOKIA. It is also known as Take-back and Recycling Awareness Campaign by NOKIA. The ‘Take back’ campaign aims to increase awareness of the concept of recycling. This campaign was carried in the countries abroad as well.

Planet ke Rakhwaale (Saviors of the Planet) is a recycling project that kicked off as a pilot in India back in early 2009 and went national in September. It remains an ongoing environmental initiative in India and since its launch it’s a hit in 28 cities. As of today the result of this drive has astonishingly seen over 500,000 (and counting) phones and accessories collected for recycling – that’s 15.6 tons! These were collected via

over 1,400 recycling collection points that have been set up across India.

Nokia encouraged mobile phone users to recycle their old handsets and accessories, regardless of the brand, and promised to plant a tree for every phone dropped during the campaign period. The PHASE-1 of the campaign was launched on 1st of January, 2009 in 4 cities – Bangalore, Delhi, Gurgaon, and Ludhiana. As a result, over 3 tons of old phones and accessories were collected in 45 days of the campaign period from these 4 cities.

In the second phase, the ‘Planet Ke Rakhwaale (PKR)’ take-back and recycling campaign extended to 28 cities across India from September 2009. The mobile recycling awareness activities were initiated at Nokia Care Centers and Nokia Priority Dealers in 28 cities. This was supported by an extensive media campaign on TV, radio and print featuring Shah Rukh Khan and launch of the community portal www.planetkerakhwaale.com. The campaign aimed to inspire young minds to spread the recycling message. For every handset, regardless of the brand, dropped in the recycle bin, Nokia promised to plant a tree. While 12,000 saplings were planted in four villages in Kancheepuram district, another 12,500 saplings were planted in educational institutions in Bangalore.

PHOTO GALLERY

Reasons for being a successful campaign:

1.Objective:- The main objective of Take-back & recycle campaign or PLANET KE RAKHWALE, is to contribute to the greener cause by introducing concept like recycling in country like India. Being the market leader in producing mobile–phones and brand leader in the mobile devices market in India NOKIA has taken the initiative & responsibility to create awareness about the concept of recycling among the

people. This is one of the reason for success of the campaign.

2.Social value:- It has strived for an environmental cause. It created environment awareness among the mobile phone user. It positioned the concept of recycling in the minds of consumers through this campaign & contributing to a greener cause by planting a sapling for each worn-out mobile.

3.Brand Integration:- NOKIA easily integrated the theme of the campaign with its brand, since the recycling of mobiles was not restricted to NOKIA but also to other phone brands. In this manner, NOKIA created a good image in the minds of its users & as a market leader its responsibility towards the environment.

4.Technical set-up:- Nokia has laid out a robust recycling infrastructure across the country, with over 1,300 recycling bins installed nationally at Nokia Care Centers, Nokia Priority Dealers and Nokia Concept Stores. So if a mobile-phone user wants to contribute to the cause he can just drop-in to nearest NOKIA store & contribute to the greener cause.

5. Media Plan:- The PLANET KE RAKHWALE or The

Take-back & Recycle campaign was publicized at a very large scale, from print media to outdoor media. The campaign was publicized through AVP vans in the local areas to create the awareness among the localites.

AVP vans Hoarding Recycling Stall

6.Current issue :- The campaign is focused on the today’s hot topic “ENVIRONMENT”, the climate change & global warming, which is one of the topic for conversation among people today. This has not lead the campaign die out from the minds of the people & here’s a possibility that it is still a running success among the masses.

7.Positive messages:- When a message makes you feel bad, you are likely to want to run away from it. On the other hand, messages that make you feel good attract you in as you seek more of those good feelings. Thus, the campaign by NOKIA gives positive message to the society & brings in the idea among the people to contribute to a green cause & imbibe the concept of recycling.

CONCLUSION:

“A healthy bottom line may be the main goal for companies, but tying their products to some worthy cause results in something that cannot be purchased: goodwill in the community”, this is what NOKIA has earned through this campaign.