MAM

Mahindra Susten promotes greater sustainability with #CutTheCrap campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/14/susten.jpg?itok=wc6Nn_4e

MUMBAI: India’s leading solar energy company, Mahindra Susten Private Limited, initiated a unique campaign #CutTheCrap to reinforce the importance of reusing and recycling for a sustainable future. The concept behind #CutTheCrap was to talk about waste segregation and its benefits to the environment. Reducing plastic waste through recycling and reuse ensures less waste goes into our landfills and oceans.

The Campaign was conceptualized in December 2018 with the zero-waste cleanup hike to Mt. Kalsubai, Since then, the campaign has conducted various activities, and #CutTheCrap eventually caught the attention of the Mahindra Group team, who have scaled it to new heights. With Ennoble Social Innovation we did the on-ground campaign at the WeWork offices. #CutTheCrap encouraged the collection of scrap like old jeans, plastic bags, tyre tubes, plastic bottles etc.  The collected scrap gets upcycled into sustainable Yelo-Green Bags by Ennoble Social Innovations, specially designed for children in rural India. These functional school bags for use by under-privileged school children feature a pop-out stand and solar charger.

The uniqueness of the campaign of upycling trash while helping children get better education was widely praised, and received an overwhelming response. AGENCY09, the digital agency of Mahindra Susten, conceptualized the campaign with the brief that a mindset change was required in regards to how we deal with trash. The on-ground campaign started with one location at We Work, BKC, and was soon launched across India at various Mahindra Susten offices.

Speaking on the importance of this #CutTheCrap campaign, Basant Jain, Chief Executive Officer of Mahindra Susten said: “With #CutTheCrap, we are working to drive positive change for people from all walks of life. We have strategically partnered with Ennoble which makes bags out of recycled scrap called the 'Yelo-Green bag'. We have started with WeWork as our location partner to collect this scrap from the employees of various organizations present at their locations. With more participation from organizations and people, we believe this will grow into a full-fledged movement helping rejuvenate our environment while supporting students.”

“Ennoble is a social innovation organisation and has been making Yelo Green Bags out of recyclable material. It is an innovative bag that converts into a floor desk encouraging children to have a better posture. It comes with a sustainability kit that enables the formation of sustainable habits among kids in early childhood,” says Chirag Bhandari, Founder, Ennoble Social Innovations. “We believe that through these bags, children can be sensitised about sustainability from early childhood helping them become the Green Ambassadors of tomorrow”, he added.

The success of the campaign later caught the attention of top management at Mahindra, and Mahindra Rise has taken the initiative further to create a wider impact under the Rise banner.

The campaign is being continued at the Mahindra Susten Thane Office, and we plan to take it to our other offices and places where our projects are present. For more information visit  www.mahindrasusten.com/cutthecrap

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/mma.jpg?itok=MVIlS99p
India leads Mobile Ad Fraud across Asia with 62%: MMA's Ad Fraud Benchmark Report

MUMBAI: Mobile Marketing Association, a global non-profit organization, today released an Ad Fraud Benchmark Report on the state of mobile ad fraud in India. The report revealed interesting facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/roy.jpg?itok=mWyVt_Wm
Ogilvy names Shouvik Roy as new head of Ogilvy Delhi

MUMBAI: Ogilvy has announced the appointment of Shouvik Roy as president & head of office, Ogilvy Delhi. Having over two decades of experience in brand consulting, design, marketing and advertising, Roy will join Ogilvy Delhi on 5 December 2019 and will report to Ogilvy India CEO Kunal Jeswani.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/avon.jpg?itok=nkRrFSK3
AVON ties-up with Ace Fashion Designer, Colleges and Malls for ‘Take A #BreastBreak’ campaign

MUMBAI – AVON, the global beauty brand that has always stood for women continues its crusade to prevent and fight Breast Cancer with its campaign Take a #BreastBreak. AVON kick started the campaign in October by collaborating with India Runway Week to host an exclusive fashion show with designer...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/Kartik_Aaryan-Tara_Sutaria.jpg?itok=Pf0W4MGc
ITC Engage launches new range of fragrances

MUMBAI: ITC’s one of the leading fragrance brand, Engage has announced the launch of its new range of fragrances with Kartik Aaryan and Tara Sutaria. Engage celebrates romance in its true spirit which is magnetic, charming, enigmatic and playful. Kartik and Tara embody the brand persona of Engage...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/rerer2.jpg?itok=0OIvZGLs
Is TV Still The Most Effective Ad Medium?

"TV not only remains the most effective medium - almost twice as much as the rest, making advertisers earn more money than any other medium - but it is also the most efficient in terms of retention rate." Television generates a higher ROI than the rest of the media in three of the four categories...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/godrej.jpg?itok=qx7OmHUg
Godrej Locks, VICE Media India unveil documentary on Home Safety

MUMBAI: On the eve of Home Safety Day today, Godrej Locks has collaborated with VICE Media India, to release an original documentary featuring different kinds of home safety experts, explaining what makes a home vulnerable and how one can protect themselves from the dangers of theft. This...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/citreon.jpg?itok=QLU9-ZCD
Citroën India launches #InspiredByChildren campaign on Children’s Day

MUMBAI: Citroën, part of the auto conglomerate, Groupe PSA has launched its latest campaign #InspiredByChildren, on Children’s Day. This digital campaign is the sequel of the #InspiredByIndia campaign, which saw an overwhelming response from participants. The campaign increased the Citroën follower...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/campaign.jpg?itok=A2amvGdg
INORBIT launches #TweetYourLove campaign

MUMBAI: #TweetYourLove by Inorbit mall was one such initiative that received a warm welcome by over 1000+ kids on Children’s Day. Inorbit in association with Save the Children India, an NGO that works towards the betterment of underprivileged kids, exercised this campaign urging people to show...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/art.jpg?itok=4j0N4kbu
Faber-Castell India announces annual offline campaign 'Art With Purpose 2019'

MUMBAI: After a successful run last year, Faber- Castell India announces their annual offline campaign “Art with Purpose, 2019”. The theme for this year is “The Sport that I Love”, encouraging participants to celebrate and pay tribute to a sport they feel passionately about.  

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories