Coca-Cola Foundation’s ‘Maidaan Saaf’ Campaign Drives Responsible Festive Waste Management Across India

Anandana – The Coca-Cola India Foundation extended its flagship ‘Maidaan Saaf’ campaign to major cultural gatherings across India, including Navratri in Vadodara, Durga Puja in Kolkata, and Mysuru Dasara. Aimed at managing post-consumer PET bottle waste and reducing single-use plastic, the Foundation collaborated with local authorities, partners, and NGOs to set up dedicated collection systems:

Vadodara (Navratri): Partnered with Hindustan Coca-Cola Beverages (HCCB) and NGO Lakshya to enable PET bottle collection at the Lukshmi Vilas Palace Heritage pandal, serving over 35,000 daily visitors.

Mysuru (Dasara): Collaborated with HCCB, Mysuru City Corporation (MCC), and Sangam Pratishthan to organize collection drives at Chamundi Hills and Food Mela grounds. Over 30 volunteers and Safai Saathis managed collection points, supported by interactive Kannada street plays to educate the public.

Kolkata (Durga Puja): Partnered with Raah Charitable Trust to distribute reusable tote bags to shoppers and vendors at Gariahat and SS Hogg Market, while conducting a PET collection drive at the Ahiritola Sarbojanin Durgotsav pandal. All collected PET packaging was directed to authorized recycling channels.

Leadership Commentary and Campaign Evolution:
Devyani R L Rana, Vice President  Public Affairs, Communications & Sustainability, Coca-Cola India and Southwest Asia, stated: “Managing waste at large cultural gatherings requires a coordinated approach by industry, local institutions and communities. Through Maidaan Saaf, we are working to strengthen on-ground collection systems and encourage more responsible disposal across diverse festive settings. By building strong local partnerships and integrating practical solutions into celebrations, we aim to contribute to more effective practices that can be sustained beyond individual events.”

First launched during the ICC Men’s Cricket World Cup in 2023, the Maidaan Saaf campaign has expanded to numerous major events, including the ICC Men’s T20 World Cup 2024, Ganesh Chaturthi in Mumbai, Rath Yatra in Puri, Maha Kumbh 2025 in Prayagraj, Tirupati Brahmotsavam, and the Amarnath Yatra.