Brands
Coca-Cola India’s recycled PET flag makes Limca Book of Records history with sustainable swing
MUMBAI: On a cricket field where sixes were smashed and fans chanted for centuries, a different kind of record took centre stage. Coca-Cola India has earned a spot in the Limca Book of Records 2025 for crafting the country’s largest national flag made from recycled PET (rPET) bottles—a sustainable salute that flew high during the ICC Men’s Cricket World Cup 2023.
The eco-friendly tricolour, stitched from approximately 11,000 post-consumer PET bottles, made its debut at the tournament’s opening ceremony and fluttered proudly at every India match across 10 stadiums from 5 October to 19 November 2023. This showstopper wasn’t just about symbolism. It was a centrepiece of Coca-Cola India’s Maidaan Saaf campaign, aimed at advocating responsible waste management and nudging fans toward conscious consumption.
Backed by Go Rewise and Ganesha Ecoverse Limited, the bottles were turned into Global Recycled Standard-certified yarn before being stitched into the vibrant flag. Alongside it, over 1,000 volunteers clad in rPET safety jackets took on the role of cleanliness champions. They fanned out across stadiums to educate fans on proper waste segregation while ensuring the stands didn’t look like post-match war zones.
“This moment is not just about setting a record; it’s about reimagining possibilities”, said Coca-Cola India & south west Asia VP – public affairs, communications and sustainability Devyani Rana. “We extend our heartfelt thanks to our partners ‘Go Rewise’ who played a crucial role in creating the Recycled PET Flags, and to ICC for their invaluable efforts”.
International Cricket Council CCO Anurag Dahiya called the recognition a ‘proud moment’, while Go Rewise founder Yash Sharma underlined the impact of innovative recycling, “It not only reduces waste but also gives rise to powerful symbols of unity and environmental responsibility”.
The Maidaan Saaf campaign, launched in 2023, is part of Coca-Cola’s wider sustainability roadmap. It focuses on innovative packaging, integrating recycled materials, and boosting recyclability. The flag is both a literal and figurative banner of Coca-Cola’s packaging goals, which include ‘Design’ and ‘Partner to Collect’—strategies built to leave a lasting impact on communities while tackling India’s plastic problem.
With the Limca Book of Records nod, Coca-Cola India has given a new meaning to making the nation proud—not just with cricket, but with conscience.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
