Trident Group has launched a digital campaign named #TheGoodPaper to feature its environment friendly range of copier paper. The campaign showcases how the paper is responsibly produced, being made of wheat straw and veneer chips (carpenter waste), making it – The Good Paper.
The use of wheat straw, which is essentially the agro waste left after wheat harvesting converts into extra earning for more than one lakh farmers in India who supply it to Trident. Through this method, the brand is able to save over 1,000,000 trees from being cut each year, subsequently reduction in carbon emission through its highly advanced manufacturing process.
The brand has delivered the initial part of a three-part film series campaign which aims to normalise not feeling overridden by guilt while using copier paper. The film is a tribute to the farmer who is seen surprising his little daughter with her favourite doll. He is able to provide for his family in light of the additional income he has generated with the offer of the wheat straw. While children using Trident paper has unconsciously added to the advancement of the environment. Divya Dutta, the Bollywood, and national award-winning actress has lent her emotive voice to these finely created stories.
Abhishek Gupta, vice chairman, Trident, said, “At Trident, we are focused on the reason for mindful manufacturing as we believe that business isn’t a profit making machinery separated from the cultural and natural context in which it operates. We are eager to release this film series to the world and expectation that it urges our audience to do their bit to help the environment and pick the good paper.”