With waste management being one of the perfect panaceas for environmental damage, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd. talks about the latest #CutTheCrap campaign under the Mahindra #RiseForGood series
ON THE CAMPAIGN INSIGHT: We’ve listened to 7.9 million conversations, which revealed people’s concerns about the environment. The damage caused by single-use plastic can be equated with the harm caused by weapons of mass destruction. Our film #CutTheCrap shows how a non-recyclable plastic bag chokes our oceans and landfills, while posing detrimental consequences. Our film will be amplified on Social Media and Digital, with India Today for Print media and on TV channels like Nat Geo.
ENLISTING CONSUMER SUPPORT: We will do content-based engagement, by giving people tips on waste management. Moreover, we will celebrate heroes like Afroz Shah, who have helped such initiatives. We have also enlisted six NGOs that interested people can support.
ON THE COMPANY’S ECO-FRIENDLY INITIATIVES: We have initiatives like our Igatpuri plant, which is the third carbon-neutral plant in the world. Then the food waste in the Mahindra research valley is converted into bio-gas that powers buses and street lamps in Mahindra World City. At Mahindra, we first walk the talk and then talk the talk.