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Clean hits off the field as Maidaan Saaf bowls into T20 World Cup
Coca-Cola India and ICC take waste segregation centre stage at packed stadiums.
MUMBAI: When the crowd roars and boundaries fly, the bins are getting a workout too. As India gears up to host the ICC Men’s T20 World Cup 2026, the Coca-Cola India Foundation is bringing its #MaidaanSaaf initiative back to the stands, turning match days into a live lesson in responsible waste management.
Rolled out in partnership with the International Cricket Council, #MaidaanSaaf will be implemented across more than 30 matches at five Indian stadiums during the tournament. The initiative focuses on keeping venues cleaner through effective waste segregation, visible collection systems and improved recovery of recyclables at one of the highest-footfall sporting spectacles in the world.
Building on its earlier presence at ICC tournaments, the programme works behind the scenes with stadium authorities, housekeeping teams, recyclers and local partners to strengthen on-ground waste management systems during match days. The idea is simple, make responsible disposal easy, visible and part of the fan experience.
Implementation on the ground will be led by Anandana, in collaboration with Ek Saath – The Earth Foundation and Greenmyna. Across venues, fans will see clearly marked segregation points, material recovery support and on-ground awareness efforts encouraging them to use the right bins and keep common areas litter-free. The focus remains firmly on practical, scalable interventions rather than one-off gestures.
At the heart of #MaidaanSaaf are the safai saathis, the sanitation and housekeeping workforce that keeps stadiums functional during packed fixtures. The initiative places special emphasis on recognising their role, improving segregation infrastructure and enabling structured work processes that help waste move efficiently from stands to sorting and recovery.
Adding a fan-facing twist, sustainable beverage cups will be introduced at select venues. Designed as collectible merchandise, the cups aim to nudge spectators towards mindful consumption and responsible disposal, blending sustainability with souvenir value.
“The ICC Men’s T20 World Cup brings together millions of fans, and with that scale comes a clear responsibility to manage waste thoughtfully,” said Coca-Cola vice president for public affairs for communications and sustainability India and Southwest Asia Devyani R.L. Rana. “Through Maidaan Saaf, we’re integrating responsible waste disposal into the match-day experience by making segregation and collection more visible and accessible for fans.”
ICC chief commercial officer, Anurag Dahiya added that delivering a world-class tournament experience goes beyond the action on the pitch. The collaboration, he said, supports cleaner venues while encouraging fans to actively participate in responsible practices during large sporting events.
The 2026 activation builds on Coca-Cola India’s earlier efforts at major tournaments, including the ICC Men’s Cricket World Cup 2023 and the ICC Women’s Cricket World Cup 2025. During the 2023 event, the company also supported recycled Pet country flags and ICC Unity flags, an initiative later recognised by the Limca Book of Records.
As cricket once again commands the nation’s attention, #MaidaanSaaf is quietly making its case that big moments and clean habits can go hand in hand proving that some of the most important wins happen well beyond the boundary rope.
People
Devika Prabhu joins Sony Pictures Networks India as business head – Hindi movies
Former Disney Star executive returns to SPNI to steer the network’s Hindi movie business
MUMBAI: Devika Prabhu is heading back to familiar turf. The veteran media executive has joined Sony Pictures Networks India (SPNI) as business head – Hindi movies, marking a return to the broadcaster where she began her early leadership journey.
Prabhu announced the move on LinkedIn, calling it both a new beginning and a homecoming. Earlier in her career, she spent several years at SPNI—then Multi Screen Media—working on strategic planning for Sony Entertainment Television.
The appointment brings to SPNI a media strategist with more than 25 years of experience across content, programming, brand strategy and platform growth. Most recently, Prabhu served at Disney Star as vice-president and business head – kids, youth and infotainment TV, where she led the Disney Kids and National Geographic portfolios following the Disney–Fox merger.
During her tenure, she oversaw a Rs 400-crore P&L while pushing digital expansion, partnerships and operational efficiencies. Earlier roles at Disney Star included leadership across programming, acquisitions, marketing and product strategy for multiple networks, including the UTV movie channels and youth brands.
Prabhu’s career has also spanned building cross-platform intellectual property, developing kids and family content ecosystems, and forging international format partnerships. She was closely involved in bringing global formats and franchises to Indian audiences and is widely credited with helping shape India’s anime fandom into a mainstream youth phenomenon.
At SPNI, she will now lead the Hindi movies business at a time when film channels are rethinking their role in a fragmented viewing landscape. With audiences discovering cinema across television, streaming and digital platforms, the challenge is not just programming films but reimagining how they reach viewers.
Prabhu believes movies still hold a unique cultural power, sparking conversations and creating shared moments long after the credits roll.
Now back where part of her journey began, she is set to write the next act, this time from the business seat of Hindi movie television. Lights, camera, strategy.
