ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2023 ONE Asia - Green Award

The Biochar Project

Agency Leo Burnett India + PepsiCo India Holdings Pvt. Ltd

Client Pepsico Lay's

Category

Green Award

Annual ID

OA23_GR001E

Description

To ensure the food security of +1.4Bn Indians, farmers in India practice multiple cropping cycles and need to clear their fields of crop-residue ‘stubble’ before the next crop plantation. The quickest and most effective way is to simply burn it on the field, leading to +27Mn tonnes of stubble being burnt annually in the north Indian states of Punjab and Haryana alone.
While the auspicious nature of lighting fire makes this a culturally accepted practice in India, stubble-burning emits +160 Mn tonnes of greenhouse gasses; choking the entire north India with pollution.
Farmers get blamed despite their helplessness.
After stubble burning, the next crop they sow is potatoes. As their largest partner with 27000 farmers, it became our role to assist the farmer and ensure that our sourcing and supply are done sustainably, and not at the cost of the soil, climate or people who are associated with making it.

Idea
Lighting fire is auspicious in Indian culture, so we couldn’t stop stubble burning. But we could burn it the right way.
We found inspiration in the Indian Tandoor and partnered with Punjab Agricultural University to build a new design of an earthen kiln for controlled burning of stubble. Closed from the top, it has holes on the sides. Because of the heat, air expands and exits through the small holes with high pressure, which significantly reduces the amount of oxygen coming in.
Reduced oxygen leads to incomplete combustion of stubble which creates Biochar instead of ash. Biochar is a charred, carbon-rich soil amendment that not only remediates stubble burning but also redresses its impact.
The Biochar Project is not only a sustainable answer for stubble burning but is also an exceptionally viable soil conditioner directly influencing soil carbon, soil quality, crop production and food security, promoting economic and climatic benefits.

2023 Awards

Total Points: 60

Green Award

Credits

Agency

Leo Burnett India

Client / Brand

PepsiCo India Holdings Pvt. Ltd

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