Zepto and Mamaearth fast-track sustainability this new year

Mamaearth, a purpose-driven FMCG brand, has teamed up with quick commerce platform Zepto to kickstart 2025 by planting goodness. For every Mamaearth product ordered on Zepto, the brand will plant a tree on behalf of the consumer.

The campaign’s film captures the essence of New Year’s resolutions and the desire for meaningful change. The film portrays a familiar conversation many of us have at the start of every year ‘What is your new year's resolution?’. It draws on the nostalgia of planting trees as a child with loved ones—a memory that can now be relived in under 10 minutes by ordering Mamaearth products on Zepto.

The campaign, created by EiPi Media, seamlessly conveys Mamaearth’s sustainability commitment while highlighting Zepto’s unmatched convenience, making sustainable living more accessible than ever before.

“At Mamaearth, we believe that small actions can create big impact. This campaign is an extension of our Goodness Inside philosophy, encouraging consumers to join us in building a greener planet. Partnering with Zepto adds the convenience of quick delivery, making it easier than ever for consumers to support sustainability. Together, we are adding ‘Goodness’ to the beginning of 2025,” said Anuja Mishra, executive vice president and chief marketing officer at Honasa Consumer Limited.

Chandan Mendiratta, chief brand and culture officer at Zepto shared, “This partnership is all about making it super easy for Zepto users to do good while getting what they love. We thank our sellers for enabling this. Just order your favourite Mamaearth products, and boom—a tree gets planted. Quick, simple, and impactful—just the way we like it!”

Since 2020, as part of the Plant Goodness initiative, Mamaearth has been planting a tree with every order placed on its website and mobile application. To date, the brand has planted over 8,00,000 trees across India, staying committed to its mission of building a greener future.

The campaign runs for a limited time and will reach audiences across digital platforms, raising awareness and encouraging participation to build a sustainable tomorrow.

Campaign’s take: Mamaearth and Zepto’s collaboration is a clever blend of sustainability and convenience, tapping into New Year’s resolutions to promote eco-consciousness. The campaign’s digital film leverages nostalgia—evoking memories of tree planting as a child—while seamlessly integrating the beauty and wellness brand’s mission of sustainability with Zepto’s promise of 10-minute delivery. This partnership aims to simplify sustainability by linking each purchase to planting a tree, transforming routine transactions into impactful acts.

While the initiative resonates with 2025’s urgent need for climate action, it raises questions about its long-term impact. Planting a tree is a powerful act, but is a limited-time campaign enough to foster lasting behavioural change? New Year’s resolutions often falter, and while Mamaearth’s ‘Goodness Inside’ philosophy is commendable, translating its message into sustained consumer action is the real challenge. Zepto’s rapid delivery adds convenience, but does it risk trivialising the deeper environmental commitment needed today?

As global temperatures rise and deforestation accelerates, such partnerships offer a beacon of hope, aligning consumer choices with environmental stewardship. However, true success will depend on whether this campaign inspires ongoing eco-friendly habits beyond the promotional period, or simply rides on the fleeting spirit of New Year’s resolve.