Tonic Worldwide & Aditya Birla Group roll out facebook AR filters

This World Environment Day the Aditya Birla Group have taken a pledge towards doing their bit to ensuring a green environment with the introduction of the first ever Plantable Filters on social media platform Facebook. These filters are features that can recognize human faces in photos in order to suggest graphics, like borders or stickers, to accompany the posts. Under this unique concept, which is designed by Tonic Worldwide, with every Plantable Filter that’s used on Facebook, the Aditya Birla Group promises to plant a tree – with a pledge to #FiltertheFuture.

Every year we find a lot of conversation and buzz across various social media platforms on World Environment Day, where people talk about the need to protect our environment from the dangers of pollution, but rarely does this talk translate into concrete and sustainable action. Aditya Birla Group companies – UltraTech Cement & Idea Cellular in association with an NGO have already achieved creating a mini-forest in Miyawaki, Bangalore by planting 9000 saplings over the last two years (2017-18). Through the #FilterTheFuture concept, conceptualized and designed by Tonic Worldwide, the Aditya Birla Group reaffirms its commitment to the environment by helping consumers plant trees.

Talking about this innovative pledge, Chetan Asher, CEO, Tonic Worldwide, said, “#FilterTheFuture is an enabler for a bigger cause. Sometimes a simple interaction can drive a larger action and that's the beauty of technology.”