Mumbai: Sunfeast YiPPee!, a well-known instant noodles and pasta brand owned by ITC Ltd., is raising awareness about plastic waste management among schoolchildren through its recently launched "YiPPee! Better World Trash-to-Treasure" initiative.

This initiative is in line with the brand's goal to promote a positive outlook on the world. The campaign is being led by Sunfeast YiPPee! in collaboration with an NGO partner, Way For Life.

Through on-the-ground awareness programmes in schools on plastic waste, its impact on the environment, and strategies to minimise, reuse, and recycle, the campaign, curated by YiPPee!, is intended to bring behavioural change to 3.5 million kids across 100+ cities.

Students are also urged to gather their household plastic waste through this campaign and deposit it at the specified collection locations throughout the campus.

The gathered plastic garbage will be used to produce 1,000 sets of recycled plastic tables and seats, which will be placed in schools without this infrastructure.

In schools all throughout Bengaluru, more than 80 recycled benches have already been installed, and the entire deployment is expected to be finished by the end of March 2023.

Speaking about the initiative, ITC chief operating officer (snacks, noodles, & pasta) - foods division Kavita Chaturvedi said, "ITC is a global exemplar in sustainability with multi-dimensional initiatives for environmental stewardship and supporting large scale livelihoods. Taking inspiration from our organisational efforts to support the creation of a circular economy for post-consumer packaging waste, Sunfeast YiPPee! has embarked on a journey to create community champions in schools to help reduce, reuse, and recycle plastic waste. We are confident that YiPPee!’s trash-to-treasure initiative will educate and motivate schoolchildren to make a conscious effort towards creating a better world."