Smart Fill




Packaging is the face of a brand. But in India, it’s also the face of plastic pollution. With its products reaching 9 out of 10 Indian households, Unilever needed a sustainable business transformation.  But how would they convince shoppers to shift to a sustainable alternative if they don’t care about the environment?


We sacrificed Unilever’s most valuable branding asset – its packaging. We introduced Smart Fill, an in-store experience, that lets shoppers use other brands’ plastic waste as Unilever packaging to Smart fill products like Vim, Surf Excel and Comfort. 

  • 1.5MM earned media
  • 85% repeat purchase
  • 100K+ households reached
  • Cannes Lions, Gold (Creative Commerce / Sustainable Commerce)
  • Cannes Lions, Silver (Sustainable Development Goals / Responsible Consumption and Production)
  • Cannes Lions, Bronze (Creative Business Transformation / Brand Purpose & Impact)
  • Cannes Lions, Shortlist (Brand Experience & Activation / Customer Retail / In-store Experience)
  • Cannes Lions, Shortlist (Creative Commerce / Consumer Goods)
  • Cannes Lions, Shortlist (Creative Commerce / In-Store Experiences)
  • New York Festivals Advertising Awards, Gold (Direct: Best Use / Social/Environmental Good: Brand)
  • Andy's, Shortlist
  • Gerety, Shortlist (Experience Cut / Alternative)
  • Mad Stars, Finalist (Outdoor > Ambient (Non standard and Free-format outdoor advertising) > Special build)
  • Mad Stars, Finalist (Direct > Use of Direct Marketing > Ambient media)
  • Mad Stars, Finalist (Green)
  • Mad Stars, Finalist (Pivot > Sectors > Corporate /Institution)
  • Mad Stars, Finalist (Brand Experience & Activation > Use of Brand Experience & Activation > Use of exhibitions and installations)
  • Mad Stars, Finalist (Design > Communication Design > Packaging)
  • Mad Stars, Finalist (PR > Sectors > Corporate /Institution)
  • Mad Stars, Finalist (Interactive > Sectors > Furniture / Household)