The Social Street Mumbai creates seed incorporated cigarette butts for Karma Papers

Karma Papers makes rolling and filter papers for the tobacco aficionados, who prefer to roll their own cigarettes. But in the world of cigarette papers, there’s no differentiator. Karma needed to create a unique image that appealed to the end consumer enough for them to stay loyal to the brand.

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Another big concern – no matter how many clean-up programs have been undertaken by the municipal departments of various countries, the issue of people dropping their used cigarette butts on the ground continues. While smokers themselves are aware of the issue, yet lack of proper waste disposal services meant that they were forced to throw their buts into the nearest patch of land/potted plant!

The Social Street created an environmentally-friendly solution for Karma Cigarettes, one that enabled them to differentiate their product as well as alleviate their customers’ guilt!

Standard cigarette butts were replaced with specially made, seed-incorporated butts. A special technique allowed us to incorporate the seeds directly into the material used for the filters (This was made of paper instead of the standard plastic). So, after you light one up, you could drop the butt into a pot of soil, and the butt grows into a bud! This technique allowed us to infuse the paper with seeds of various plants, from Tulsi to Thyme to Red Calico.

The budding butts have gone international- with sales in India as well as to most of the Americas and Europe, the seeds planted through this idea have spread across the world, generating good Karma for the brand as well as the customers!

Production house: QED Films