Ad Campaigns
Coca-Cola India Foundation recaps ‘Maidaan Saaf’ campaign in Puri
MUMBAI– The Coca-Cola India Foundation, Anandana has unveiled a new video spotlighting its recent Used PET Bottle-Free initiative. This initiative was part of the Maidaan Saaf campaign, which promotes responsible plastic waste collection, segregation, and recycling at various events. The effort was carried out in collaboration with Hindustan Coca-Cola Beverages, Puri Municipality, District Administration Puri, the Odisha Development Management Programme (ODMP), and the Y4D Foundation.
The newly released video highlights the on-ground activation that mobilized nearly 200 volunteers, deployed 200 dustbins, and installed 10 collection kiosks along the Yatra route. Featuring voices from Coca-Cola India, ODMP, and the Y4D Foundation, along with a Safai Saathi, the video underscores the importance of collective action in driving meaningful change.
“The recent Puri event brought with it immense scale, and the responsibility to manage its impact with care,” said Coca-Cola India and Southwest Asia Senior Director – ESG Value Creation & Commercialisation, Saloni Goel. “Every element of this initiative was designed in alignment with the city’s needs and built on the principle of collective action. This was an opportunity to contribute to the larger purpose, and to do it with intent.”
Odisha Development Management Programme (ODMP) vice chairman Pradeep Kumar added, “This year, just like the last, we witnessed even better cooperation from the government and the municipality. The Safai Sathis we engaged experienced economic development, having gained employment during the Puri event.”
“This kind of awareness initiative went beyond just speeches or pamphlets, we implemented a mechanism on the ground,” said Y4D Foundation president Praful Nikam. “With dedicated cleanliness drives, daily waste collection, and motivating engaging the public and managing waste, we were able to create a system that was both sustainable and impactful.”
“When we cleaned up the waste, others noticed and followed,” said Shantilika Pradhan, a Safai Saathi engaged in the initiative. “People saw us using the dustbins which motivated them to do the same. That’s how change began, by setting an example.”
These collective efforts reflect a shared responsibility to environmental stewardship and demonstrate how collaboration between civic bodies, corporate partners, and local communities can drive meaningful change.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
