MAM
Coca-Cola turns plastic waste into Mela structures
Maidaan Saaf brings recycled rooms towers and 25000 liners to 8 crore pilgrims.
MUMBAI: At a gathering where faith flows as freely as the Ganga, sustainability has quietly taken root underfoot.
At Magh Mela 2026 in Prayagraj, one of India’s largest annual congregations, recycled plastic waste is no longer a problem to be managed but a resource reshaped into public infrastructure. The effort comes under the Maidaan Saaf campaign led by Anandana – The Coca-Cola India Foundation, in collaboration with implementation partner Econscious.
Held from 3 January to 15 February 2026, the 44 day congregation is expected to draw nearly 8 crore visitors. For that duration, the ghats transform into a sprawling temporary city, complete with bathing areas, walkways and service hubs that must withstand relentless footfall, shifting weather and round the clock use.
This year, part of that city has been built from what was once discarded. Across the Mela grounds, 20 changing rooms, four police watch towers, public benches and 25000 dustbin liners manufactured from recycled plastic waste have been installed. Positioned strategically along bathing zones and key pathways, the structures are designed to support crowd movement while reinforcing organised waste collection at source.
The idea is not merely to place bins, but to make responsible disposal visible and intuitive. Econscious co-founder Vaibhav Verma said the intention was to integrate waste management into spaces that pilgrims already use throughout the Mela. Visible infrastructure, he noted, can act as behavioural cues, nudging people towards cleaner practices over time.
For Coca-Cola India, the focus is on embedding waste handling into the daily rhythm of the event rather than treating it as an afterthought. Coca-Cola India vice president of public affairs, communications and sustainability for Southwest Asia Devyani R L Rana described Magh Mela as a unique cultural congregation that operates like a full-fledged city for several weeks. Given its scale, she said, the priority is to ensure that waste systems are practical, relevant to local conditions and consistently maintained.
The initiative draws from operational learnings at earlier large-scale gatherings, including Maha Kumbh 2025, where coordination mechanisms were developed to ensure that facilities remained functional under sustained pressure.
In a place where millions gather for spiritual renewal, the presence of recycled plastic changing rooms and watch towers may not be the headline attraction. Yet, in a congregation of nearly 8 crore people, small shifts in infrastructure can create significant impact.
At Magh Mela 2026, the message is subtle but clear, what was once waste can, quite literally, support the weight of a city.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
