India’s Mother Dairy, one of India’s leading dairy brands, has created India’s first naturally biodegradable milk pouch in soil. World Environment day was the perfect time to show it to the world and Ogilvy India created the digital campaign to achieve that – underlining the care, responsibility and conscious innovation behind the packaging.

The campaign is led by a digital film, produced by Green Grass Film, that traces the journey of an “escapee” milk pouch, its emotive power underscored by a moving soundtrack by popular music artist, Swanand Kirkire.

Sujoy Roy, chief creative officer, Ogilvy India, stated, “There’s always that one rogue milk pack that escapes the recycling system. Will it end up in a landfill? Or drift into a drain somewhere? Difficult to tell. That’s what makes Mother Dairy’s naturally degradable milk pouch such a simple yet profound idea. Even if a pack loses its way, it eventually goes back to nature. That thought became the heart of our storytelling. We wanted to give the pouch a voice that felt free spirited and adventurous, and craft the film like a gentle misdirect where you follow its journey only to realise that, for once, going back into the earth is actually a serendipitous ending. Swanand Kirkire’s voice brings warmth and humanity to that journey.”