In India's fast-moving consumer goods (FMCG) sector, a profound shift is underway. Sustainability has moved from being a peripheral corporate social responsibility project to a central driver of competition and growth. Brands are now actively integrating eco-conscious practices into product design, supply chain management, and consumer engagement to build trust and ensure long-term viability.
From Talking Point to Strategic Imperative
The change is largely consumer-driven. A new generation of shoppers cares deeply about environmental impact and expects the companies they buy from to lead by example. This has transformed initiatives like packaging innovation, circular economy models, and waste reduction from optional talking points into strategic business imperatives. Companies are responding by investing in new materials, redesigning value chains, and forging collaborations to build sustainable ecosystems.
For Seagram's 100 Pipers Travel Gear, this focus is not new. Its 'Play for a Cause' platform has long used cultural initiatives to spotlight social issues. Past campaigns have addressed corneal blindness through eye donation drives, advocated for organ donation, and involved large-scale tree planting. This platform has evolved into a core part of the brand's identity, linking it firmly with ethics and tangible impact. Its latest chapter places environmental sustainability at the very heart of its narrative, aligning with a 'Good Music, Good People, Good Earth' philosophy.
A Zero-Waste Concert as a Live Case Study
The brand recently put this strategy into action with a unique event in Gurgaon. It hosted a concert featuring Ben Böhmer, a renowned German electronic music artist, ensuring a wide and engaged audience. The entire event was designed as a zero-waste experience, transforming a popular entertainment format into a practical testbed for sustainable design.
The visual centerpiece was the 'Tree for Change', an installation created by sustainability artist Manveer Singh (Plasticvalla). This striking sculpture, standing 18 feet tall and weighing one ton, was built entirely from household waste, including over 450 kilograms of upcycled plastic. It served as a powerful, real-time demonstration of how recycled materials can create compelling aesthetic and cultural experiences, drawing significant engagement from the audience.
Partnerships Power the Green Ecosystem
The operational success of the zero-waste goal relied on strategic partnerships. Waste management specialist Skrap implemented a system for segregating waste at source, ensuring PET, plastic, glass, metal, and paper were collected for responsible recycling or composting. Furthermore, food surplus from the event was redistributed by the Robin Hood Army. This approach highlights a critical lesson for brands: achieving sustainability at scale doesn't require owning every capability. It involves identifying the right partners to create a functional, even if temporary, ecosystem.
Audience Behavior Signals a Market Ready for Change
The audience response provided valuable insight. Instead of single-use plastic cups, attendees were given reusable glasses made from rice husk, each equipped with a clip to encourage reuse. These glasses became a popular takeaway item, helping to avoid an estimated 32,000 disposable cups. This simple behavior shift was profoundly meaningful. It showed that when consumers are offered sustainable choices that integrate seamlessly into an experience, adoption rates are high.
This interplay of culture, consumer behavior, and thoughtful design is the core of the 'Play for a Cause' strategy. It allows the brand to build long-term equity by aligning with consumer values in spaces that already capture their attention, positioning sustainability as an intrinsic brand identity feature rather than a box-ticking exercise.
The Future of Sustainable Branding in India
Looking ahead, two key forces will shape this evolution. First, the rise of value-based brand platforms will intensify. As more FMCG companies embed sustainability into their operations, differentiation will come from the ability to demonstrate impact in public, consumer-facing environments. Second, there is growing market potential for green events and sustainable entertainment. As audiences continue to respond positively to experiences designed with environmental intent, brands will find expanding opportunities to innovate at the intersection of culture, partnership, and community impact.
Note: This article has been created by Pernod Ricard India and does not involve Mint’s journalistic or editorial teams. Mint may not subscribe to the views expressed herein.
