MAM
ITC’s YiPPee! Better World: Create magic transforms plastic waste into playgrounds
Mumbai: Multi-business conglomerate ITC Ltd’s YiPPee!, has announced the launch of a new campaign “YiPPee! Better World: Create Magic”, highlighting a new waste upcycling initiative programme under its banner aimed at refurbishing city parks with park equipment (like swings, jungle gyms etc.) made from upcycled plastic waste collected through large-scale awareness & plastic waste collection drives by the brand.
The creative rendition for the campaign was done by Ogilvy. The creative is aimed at portraying the impact of this massive plastic collection drive visually. The creative execution shows park rides made with discarded plastic. Also, in exchange for plastic waste, YiPPee! is giving the consumers the power to choose the park they want to ‘transform’. So, by organizing this mass participatory sustainability drive, YiPPee!, true to its brand ethos, intends to put more power in the hands of the consumers by giving them the right to choose.
City parks serve as the vibrant core of our neighbourhoods, especially for kids. They echo with children’s laughter, foster friendships, and inspire dreams. YiPPee!, as a brand, embodies the essence of joyful enthusiasm. With this fresh campaign, the goal is to align the brand’s ethos of promoting awareness of plastic waste management practices with the sheer delight of playing in outdoor areas. YiPPee!’s commitment to this endeavour goes beyond sustainability; it’s about fostering a community that cherishes and nurtures a responsible tomorrow.
The brand recognises the urgency of addressing the plastic waste crisis while keeping in mind that people need to see the immediate, tangible benefits of their efforts. That’s why this initiative is not just about upcycling plastic; it’s about revitalising city parks.
The initiative follows an innovative two-pronged approach for maximum impact:
Upcycling Plastic Waste: Converting plastic waste into colourful playground equipment, from swings to jungle gyms. With sustainability at the core of this endeavour, the aim is to give a second life to discarded plastic materials.
Community Involvement: The success of this initiative lies in the hands of the community. It involves conducting large-scale awareness and plastic waste collection drives, rallying the larger community to participate in the movement. Bringing individuals together for a common cause to create magic in the lives of our children.
“YiPPee! Better World: Create Magic” initiative, focuses on cities of Delhi-NCR, Mumbai, Bangalore, and Kolkata aiming to create magic in children’s lives and tackle the problem of plastic waste while envisioning a future where playgrounds are not just a place to play but a symbol of the collective commitment of entire society to a sustainable and joyful future.
ITC, overall as an organisation, has sustained its plastic neutrality status for the second year in a row by implementing an integrated solid waste management programme that incorporates unique and multi-dimensional initiatives. The Company’s flagship waste management initiative that focuses on ‘ITC WOW – Well Being Out of Waste’ reaches out to 2.2 crore citizens. In FY 2022-23, the Company collected and sustainably managed more than 60,000 tonnes of plastic waste across 36 States and Union Territories. ITC has also been a solid waste recycling positive enterprise for over 16 years.
Digital
Galleri5 launches India’s first AI cinema OS at India AI Summit
Collective Artists Network unveils end-to-end production platform powering Mahabharat series and Hanuman teaser.
MUMBAI: India’s cinema just got an AI operating system upgrade because why settle for tools when you can have a full production command centre? Collective Artists Network and Galleri5 today unveiled Galleri5 AI Studio at the India AI Impact Summit in New Delhi, billing it as the country’s first cinema-native production technology platform. Launched on 20 February 2026, the system acts as an end-to-end orchestration layer for film and television, integrating generative AI, LoRA-driven character architecture, controlled shot pipelines, 3D/VFX tools, lip-sync, upscaling, quality control, and delivery, all tuned for theatrical and broadcast standards.
Unlike piecemeal AI tools, Galleri5 controls the entire stack from script and world-building to final master output. Filmmakers retain creative authorship, continuity, and IP security while slashing timelines from years to months.
The platform is already in live use at scale. Mahabharat: Ek Dharmayudh, an AI-powered series produced under Collective’s Historyverse banner, is airing on Star Plus and streaming on JioHotstar, ranking among the top-watched shows in its slot. Meanwhile, Chiranjeevi Hanuman – The Eternal (produced by Star Studios 18) dropped its teaser on IMAX screens, leveraging Galleri5’s infrastructure for the visuals.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “For India to lead in the next era of storytelling, we have to think beyond tools and start building systems. This is about putting durable production infrastructure in place so creators can dream bigger, producers can execute faster, and our stories can travel further.”
Galleri5 partner at Collective and CEO Rahul Regulapati added, “Cinema requires precision, repeatability, and control. Off-the-shelf AI doesn’t solve that. Orchestration does. We built an operating system where technology bends to filmmaking, not the other way around.”
Under Historyverse, Collective Studios is developing a slate including Hanuman, Krishna, Shiva, and Shivaji blending advanced AI systems with traditional craft. The summit session featured directors from Hanuman, Krishna, and Shiva alongside Collective leaders, diving into real-world case studies: what delivers on screen, what glitches, and how production economics are shifting.
At a summit packed with global tech brass and policymakers, Galleri5 stakes a bold claim, cinema’s future belongs to integrated systems, not isolated gadgets and India is building one right now. Whether you’re a filmmaker eyeing faster workflows or just curious about AI remaking epics, this OS could be the script-flip the industry didn’t see coming.
