Pudumjee Paper launches ‘The Cost of Convenience’ campaign

On the 79th Independence Day, Pudumjee Paper Products urged India to break free from plastic through its new initiative, The Cost of Convenience. The campaign highlights the hidden environmental cost of everyday choices and promotes paper-based alternatives as viable replacements for single-use plastics.

Pudumjee Paper, a long-standing advocate of sustainable packaging, has positioned the campaign as both a warning and a call to action against the growing plastic crisis.

Developed in partnership with creative agency RepIndia, The Cost of Convenience combines storytelling with digital engagement. A brand film exposes the unseen plastic footprint of daily life and presents viewers with a choice: continue “paying the planet” or switch to sustainable options.

The campaign also features an interactive microsite, unwrapchange.com, which enables users to calculate their personal Cost of Convenience score. By answering questions about habits such as ordering food online or using single-use bags, participants receive tailored feedback, including facts about plastic’s environmental impact and suggestions for paper-based alternatives like greaseproof wraps, baking paper and PFAS-free packaging. Users are encouraged to share results on social media and tag brands to signal their commitment to “break up with plastic.”

In addition, Pudumjee rolled out social-first content across Instagram, Meta and LinkedIn. The company is targeting both consumers and businesses, stressing the environmental, regulatory and reputational risks of plastic dependency, while presenting paper as a practical solution.

Vrinda Jatia, vice president of Pudumjee Paper Products, said, “For six decades, Pudumjee has created products that replace plastic without compromising the planet’s future. The ‘Cost of Convenience’ campaign is a reminder that s2hort-term savings often come with a long-term price. It’s time to choose what protects both business and planet.”

RepIndia’s Neelanjan Dasgupta added, “This campaign goes beyond highlighting the pitfalls of plastic. We wanted to build an interactive experience that makes the impact of everyday plastic use tangible.”