Lays | The Biochar Project

Transformed the decades-old ritual of stubble burning
Client: Lays
Year: 2023
Type:
Sustainability
,
Service Design
,
Advertising
Lays | The Biochar Project
[ BACKGROUND ]

To ensure the food security of 1.4Bn Indians, farmers practice multiple-croppings.

Running against time, farmers need to clear stubble within only 15 Days. In such a short window, the only way left is to burn it- a decades old practice now ingrained in farmers lives.

Annually 27Mn tonnes of stubble is burnt in Punjab which emits 6.8Mn tonnes of greenhouse gases.

Farmers were getting blamed for pollution despite their helplessness.

[ IDEA ]

We found inspiration in the Indian Tandoor and partnered with Punjab Agricultural University to build a new design of an earthen kiln for controlled burning of stubble.

Reduced oxygen leads to incomplete combustion of stubble which creates Biochar instead of ash.

Biochar is a charred, carbon-rich soil amendment that not only remediates stubble burning but also redresses its impact.

The Biochar Project is not only a sustainable answer for stubble burning but is also an exceptionally viable soil conditioner directly influencing soil carbon, soil quality, crop production and food security, promoting economic and climatic benefits.

[ OUTCOME ]

1. Reducing greenhouse gas emissions due to open-air burning has cut down pollution generated by 50%

2. Improving food security and farmer's financial stability, crop yield increased by 19%

3. Ensuring responsible production, carbon-rich biochar reduces fertilizer costs to farmers by 33%

Applauded by the Prime Minister of India- Mr. Narendra Modi on World Food India 2023, Biochar has also been recognized by the Indian Ministry of Agriculture for its groundbreaking impact. This project is an integral part of our pledge to achieve net-zero emissions by 2040, one decade earlier than called for in the Paris Agreement.

[ CASE VIDEO ]

[ HOW IT WORKS ]

[ IDEA BOARD ]

Lays | The Biochar Project
Lays | The Biochar Project
Lays | The Biochar Project
Lays | The Biochar Project
Lays | The Biochar Project
Lays | The Biochar Project
[ TEAM ]

Agency: Leo Burnett | CCO: Raj Deepak Das | NCD: Sachin Kamble | CD: Ashish Gautam, Ayshwarya Sharma, Himanish Ashar | ACD: Yugendu Vyas | Editor: Rohan Mirgal | AD: Shrestha Das, Prasindha Doss | 3D Modeling: Deepak