Meendum Manjappai — TNPCB
A statewide push to bring back the cloth bag, carried by press, creators and always-on social.
Meendum Manjappai — TNPCBGovernment initiative · Statewide campaignCASE / 02
Start with the context.
Move a public-awareness message from an official initiative into everyday cultural conversation.
PR & hampers / Influencer / Social mediaOne connected move at a time.
Strategy, making and amplification stay close enough to keep the work coherent.
01Translate the behaviour change into clear, shareable social stories.
02Bring creators and press into a coordinated campaign rhythm.
03Use repeated amplification to make the cloth bag visible beyond launch day.