Ad Campaigns
Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’
MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.
Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).
In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.
From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.
When was the last time your jacket had a backstory?
At this year’s Kumbh:
. 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.
.10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.
. 10,000 life jackets for boatmen ferrying devotees across the river.
. 1,500 jackets for waste management volunteers.
These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.
Who knew trash could look so chic?
Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.
The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.
What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.
And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”
PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”
Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”
If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.
If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?
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.
