Lay's: The biochar project

Lay's, a potato chip brand, partnered with the Punjab Agricultural University in India to build a new design of an earthen kiln for controlled stubble burning, rectifying the current practice adopted by farmers, and redress its consequences on the climate and soil.

Campaign details

Brand: PepsiCo India Pvt. Ltd.Agency: Leo Burnett IndiaRegion: APAC

Strategy

Objective

Our ambition with The Biochar Project was to not just rectify stubble burning practice but also remediate and redress its consequences on climate and soil. To achieve this, we set KPIs which catered to different aspects of stubble burning:

  1. Every year Punjab alone contributes to 80% of the carbon emissions from stubble burning in India.** This has led to massive pollution, soil degradation and question about our farmer's integrity.
  2. Loss of yield is the key consequence of loss of soil fertility which...

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