The initiative showcases a powerful blend of environmental responsibility and cultural heritage, promoting a cleaner, greener Kumbh experience for millions

Coca-Cola India has unveiled its ambitious ‘Maidaan Saaf’ campaign at Maha Kumbh 2025, aiming to create a Swachh Kumbh experience for devotees while promoting environmental sustainability. In collaboration with the PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), the campaign sets a global benchmark for integrating social responsibility with cultural traditions.

 Coca-Cola India has distributed 21,500 jackets made from recycled PET plastic to sanitation workers, boatmen, and waste management volunteers at the event. This includes 10,000 jackets for sanitation workers, 10,000 life jackets for boatmen ensuring their safety during river crossings, and 1,500 jackets for volunteers handling waste management operations. These eco-friendly jackets not only prioritize worker safety but also raise awareness about the importance of recycling and repurposing plastic waste.

Furthermore, Coca-Cola India has installed 1,000 changing rooms for women along the 12-kilometer stretch of the river ghats. These rooms, built entirely from recycled multi-layer plastic waste, offer privacy and ventilation while featuring educational artwork by leading Indian artists, promoting waste segregation and recycling in a fun and creative way.

Saloni Goel, Senior Director of ESG Value Creation at Coca-Cola India, commented, “The Maidaan Saaf campaign exemplifies how large-scale events like Maha Kumbh can be platforms for meaningful change. By turning waste into opportunity, we aim to inspire collective responsibility and foster environmental consciousness among millions of visitors.”

In addition, Coca-Cola India has set up hydration carts equipped with waste segregation bins and placed Reverse Vending Machines (RVMs) at strategic locations to encourage bottle collection and recycling. These efforts contribute to the overall waste management strategy, ensuring that the Maha Kumbh experience is both memorable and environmentally sustainable.

Through the Maidaan Saaf campaign, Coca-Cola India underscores the harmonious coexistence of faith and sustainability, setting an inspiring example for future generations. The initiative highlights the power of collective action in preserving the planet while celebrating one of India’s most iconic cultural events.