Sapphire, a prominent fashion brand in Pakistan, brought forward a remarkably innovative campaign this Independence Day by launching an exclusive collection named “Hommage”, a plantation drive at Akhuwat University AND introducing their ‘Seed Bags’!
The initiative, lead by Manghi Communication Solutions (MCS), was announced in mid-August. Referring to the campaign, Muzzafar Manghi, CEO of MCS, says, “After oil and gas globally, fashion retail is the second largest plastic polluter. Therefore, rather than shy away from this glaring fact, we wanted to be honest in addressing it. We wanted to demonstrate that being green can be good for business too.”
The Seed Bag is truly a marvellous creation. Embedded with seed skins of China Asther, Amaranth and Marigold, it is not only biodegradable but also serves to accommodate our growing concern regarding increased temperature levels, how’s THAT for an incentive?!
The shopping bag comes with easy-to-understand, stepwise instructions printed on the side explaining how they can be torn off and sown directly into the soil. There was also a video released to visually explain the process works.
Anyone can plant a seed. We’re taking the first step with this seed bag in the hopes that you help us make this country beautiful once again.These bags will be available in stores on 14th August.#14thaugust #independenceday #nature #naturelovers #environment #conservation #protectourplanet #sapphire #sapphirepakistan
Posted by Sapphire on Monday, August 6, 2018
The campaign was a massive success in terms of talkability and praises erupted all over social media about how sustainable and environmental-friendly it was.
https://twitter.com/DanyalGilani/status/1029777805100441600
This is great! I hope people who shop at Sapphire do this and that other clothing brands esp the ones ruling the market, come up with ideas to be more socially and environmentally conscious. #sapphire #Pakistan pic.twitter.com/WviWIFGt18
— manshapasha (@manshapasha) August 15, 2018
Manghi proudly informed how they ran out of bags halfway through the day, that’s how MASSIVE the response was. He also said that through this initiative the brand not only achieved the objective of staying relevant within the green narrative but the PR response the agency anticipated helped maintain top of mind (during a very noisy August).
Another encouraging step they took was to record names of all the customers who bought a kurta from the Hommage collection and erect plaques bearing their names beside the tree at Akhuwat.
Well done #Sapphire pic.twitter.com/noXyxak2nK
— H Tee Kay (@EventsTeek) August 15, 2018
