“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.