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SUB CATEGORY :
INNOVATION, INFRASTRUCTURE & INSTITUTIONS
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ENTRANT COMPANY :
LEO, MUMBAI
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TITLE :
DROPS OF JOY
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BRAND :
LAY'S
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ADVERTISER :
LAY'S
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AGENCY :
LEO INDIA, MUMBAI
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CHAIRMAN :
RAJDEEPAK DAS
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CHIEF EXECUTIVE OFFICER :
AMITESH RAO
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CHIEF CREATIVE OFFICER :
VIKRAM PANDEY/SACHIN KAMBLE
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EXECUTIVE CREATIVE DIRECTOR :
SHAHNAWAZ QADEER/PRAMOD CHAVAN
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CREATIVE DIRECTOR :
ASHISH GAUTAM
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ART DIRECTOR :
GAURAV MHATRE
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COPYWRITER :
PUNTA ARORA
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ANIMATOR SPECIAL EFFECTS :
RAUNAK KANOJIA
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CLIENT SERVICE DIRECTOR :
JAIKRIT SINGH
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ACCOUNT MANAGER :
BINAY MEHRA/KIRTI SINHA
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STRATEGIC PLANNER :
SHAILJA DHOUNDIYAL
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EXECUTIVE PRODUCER :
SOL RULLONI
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PRODUCTION MANAGER :
MARIANA EISEN
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CAMPAIGN SUMMARY :
The Challenge: 1kg Lay’s need 3litres of water to turn potatoes into potato chips. More chips need more water; but amid national water-crisis, our own growth was threatening business. But how could we reduce dependence on water when there is no other ware source to
The Insight: 1 potato has 80% water, which is evaporates in the frying process
The Strategic Idea: Rethinking potato as an alternate water source by harnessing its invisible water.
Bringing the Strategy to Life:
‘Project Drops of joy’: A self-sustainable water recovery system to turn every potato into water supply for itself.
The Results:
We have successfully reduced dependence on transitional water sources with 50% of manufacturing water-supply now self-sustained through potato’s water.
We have also reduced pressure on planet by creating 120Mn litres pure water.
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CREATIVITY/IDEA/INSIGHT :
To reduce pressure on natural water sources for our manufacturing processes, we developed ‘Project Drops of Joy’- a system which rethinks potato as alternate water-supply source to create a self-sustainable water recovery operation.
Using the singular ingredient of Lay’s- the potato- we reclaim its water content and reinvented our manufacturing operations to self-sustain the water consumption during the processing of potato into potato chips.
Thus, turning an unsustainable system of “Taking, Making and Wasting” potato water to a sustainable water supply which “Reclaims, Reprocesses and Reuses” potato water within its processing.
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STRATEGY :
To reduce pressure on finite water resources while keeping up with growing Lay’s demand; we went back to basics.
Our breakthrough moment was as simple as it was shocking.
Middle school science teaches that the humble potato goes beyond from just being a potato- it is 20% starch and 80% water. This potato water is unaccounted for when considering water sources- we think of lakes, reservoirs, rivers, seas- but what about water in potato?
This sparked the ingenuous idea of transforming our chip manufacturing water supply by
rethinking potato as an alternate water supply source.
To initiate this ambitious system, we targeted our biggest processing plants in India- in Kolkata and Kosi. Partnering with hydrologists and chemical engineers, we developed the ingenious water recovery system and began full scale operations in 2023.
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EXECUTION :
Flipping the conventional notion of water supply; we developed Project Drops of Joy- a self-sustainable water recovery system to turn every potato into a water source.
At our plant, we slice and cook the potatoes to make chips. The 80% water in potato turns into vapor while cooking. Under this project, we have engineered a way that
-> Vapors from potatoes are collected and sent to a condenser unit
-> The condenser converts vapors to liquid water at exactly 6 Degrees Celsius.
-> To clean this potato water effectively, we then purify it in three steps:
1. Particles are made to settle with alum treatment
2. Filtration eliminates all impurities
3. UV light removes the harmful pathogens to clean it completely
After purifications, life is added to water in the form of dissolved oxygen, making it exactly like natural water.
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RESULT :
‘Project Drops of Joy’ goes beyond saving water to creating water. By rethinking the core business function of manufacturing; we are transforming our business to reduce water stress on both planet and operations. Thus, impacting millions of life and strengthening global water security:
-> Reducing pressure on planet and life, 120Mn Liters pure water is currently being created every year in just 2 plants
-> Reducing pressure on business, 50% of our manufacturing water supply is now self-sustained by potatoes
-> +$1.7Mn saved in water cost every year
-> The water we created is exceeds the quality of local water supply - with just 0.017 ppm levels and neutrality with 7.17pH - ensuring gold standard quality of our chips
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