In a strategic move to celebrate World Environment Day, Coca-Cola India has introduced the #BenchPeBaat campaign, reinforcing its commitment to sustainability and community engagement. The initiative, in collaboration with United Way Mumbai and Coca-Cola India’s foundation, Anandana, involves installing 380 benches made from recycled plastic waste collected during the ICC Cricket World Cup 2023.
Each bench, constructed from approximately 50 kilograms of plastic waste, has been placed in schools, colleges, public parks, and municipal corporation offices across ten Indian cities: Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Pune, Dharamshala, and Lucknow. This initiative not only tackles plastic waste but also aims to revive the spirit of genuine connections within communities.Rajesh Ayapilla, Senior Director of CSR and Sustainability for Coca-Cola India and Southwest Asia, stated, “Our #BenchPeBaat campaign is a testament to our dedication towards sustainability, transforming waste into community assets and reducing environmental impact.”
The campaign’s film, created by Havas People India, features AI-generated visuals that effectively communicate the message of sustainability and community bonding. Arindam Sengupta, MD of Havas People India, highlighted the campaign’s role in promoting environmental stewardship.George Aikara, CEO of United Way Mumbai, praised the initiative, saying it exemplifies sustainable practices and enhances community spaces, fostering social interaction and environmental consciousness.
