Brands unveil purposeful campaigns promoting green initiatives

Godrej’s pollution awareness ads feature Ajay Devgn, Sharvari Wagh

Godrej Industries Group, in collaboration with the Bhamla Foundation and the Brihanmumbai Municipal Corporation, has launched a World Environment Day campaign titled #BeatPlasticPollution, supported by the United Nations Environment Programme. It includes two digital films addressing plastic use and disconnection from nature. Directed by Imtiaz Ali and featuring actors Ajay Devgn and Sharvari Wagh, the films Pyaasa and Earthing explore plastic waste and the need to reconnect with natural systems. In Pyaasa, Devgn refuses water from a plastic bottle, choosing instead an earthen vessel. In Earthing, he lies on grass in an urban setting to ‘ground’ himself amid digital chaos. The campaign emphasises that over 2 billion tonnes of solid waste are generated globally each year, with plastic recycling rates as low as 9%. Godrej Industries Group reports a 20% reduction in plastic packaging intensity since 2020. The campaign also includes a Cyclothon and handwash sample distribution supported by Godrej Magic Handwash and Godrej L’Affaire.

HDFC Mutual Fund converts SIPs to school bags

HDFC Mutual Fund has launched the fifth edition of its sustainability campaign #NurtureNature to mark World Environment Day. The initiative aims to reduce plastic waste by converting it into school bags for children in need. Between June 05 and June 12, HDFC Mutual Fund will contribute INR 100 towards recycled plastic school bags for every new systematic investment plan (SIP) registered digitally under select schemes. The campaign supports the United Nations’ 2025 theme, ‘Ending Plastic Pollution’, and India’s Mission LiFE initiative promoting sustainable lifestyle choices. The school bags are intended to prevent plastic waste from entering landfills, oceans, and streets, while also meeting practical needs of students. HDFC Mutual Fund frames the campaign as linking environmental action with responsible financial planning.

Furlenco cuts plastic use; expands EV fleet

Furniture brand Furlenco has announced new sustainability milestones in observance of World Environment Day 2025. The company reports that 35% of its delivery fleet now consists of electric vehicles (EVs), up from 5% in 2023–24. The fleet covers Bengaluru, Mumbai, Hyderabad, Pune, and NCR and is expected to cross 50% in 2025–26. These changes have helped prevent over 600,000 kg of carbon emissions to date, according to Furlenco. The company also claims to have eliminated five tonnes of plastic by replacing bubble wrap, PVC tapes, and stretch films with reusable packaging and cable ties and saved 25,000 kg of carton sheets through packaging innovation. Furlenco’s refurbishment facilities now use dry chemical washing to reduce water use. The brand estimates it has saved over 50,000 trees through upcycling and reuse in its supply chain.

Cheil, Samsung highlight e-waste with comic

Cheil India has released a digital comic for Samsung on World Environment Day to raise awareness about India’s growing e-waste problem. The campaign uses storytelling to personify discarded electronic appliances, showing their frustrations after being left unused in homes. The comic, designed to be accessible and engaging, highlights the importance of responsible e-waste disposal. By illustrating how unused gadgets continue to affect the environment even after being forgotten, the campaign reinforces the need for sustainable habits around electronic consumption and disposal. The digital comic is part of Cheil India’s broader creative initiative to bring environmental messaging into mainstream digital content. It complements the World Environment Day 2025 theme, urging citizens to take practical steps toward reducing e-waste. The campaign video is available on YouTube and features animated content that connects emotionally while encouraging environmentally responsible action. It was created by Cheil India, a regional hub of Cheil Worldwide, which manages integrated marketing for Samsung in South-West Asia. Cheil Worldwide is headquartered in Seoul and operates in 46 countries.

EatSure adds reusable straws to orders

EatSure, the flagship D2C platform of Rebel Foods, marked World Environment Day by offering reusable stainless steel straws with food orders across India’s metro cities. Over 15,000 straws are being distributed through an opt-in model, allowing customers to add the straw at checkout for INR 15. The initiative supports EatSure’s ongoing sustainability efforts, encouraging customers to replace single-use plastic straws with durable, food-grade alternatives. The campaign aims to promote small yet impactful changes in consumer habits by merging food delivery with responsible consumption. The move aligns with EatSure’s brand position of integrating sustainability into daily operations. The straws will be available through the EatSure app and website. The company intends for each straw to reach users who value it, reducing unnecessary waste while enabling mindful choices. EatSure serves customers through a network of brands such as Faasos, Behrouz Biryani, Wendy’s, and Oven Story Pizza. The platform operates in over 80 cities and allows users to order from multiple restaurants in a single delivery.

Mia by Tanishq launches tree plantation drive

Mia by Tanishq has launched a tree plantation initiative titled Trees for Leopards to commemorate World Environment Day. Under this campaign, a tree will be planted in the name of every customer who makes a purchase at a Mia store between May 27 and June 8, 2025. The initiative focuses on restoring green cover in Uttarakhand to support leopard habitats, as part of Mia’s #GoldForGood programme. The company is working with Grow-Trees to execute this drive and extend its environmental conservation efforts beyond manufacturing. Mia by Tanishq reports that a significant portion of its jewellery is made from recycled gold, reducing the environmental impact of mining. The brand is also part of Titan’s broader sustainability framework, which includes goals to become carbon-neutral and water positive in production. The Trees for Leopards campaign aims to combine style with sustainability. Mia by Tanishq operates over 230 stores in India and has expanded internationally with outlets in the UAE.

Bioyug unveils PLA awareness drive

Balrampur Bioyug has launched Bioyug On Wheels, India’s first mobile van campaign to promote polylactic acid (PLA) as an alternative to single-use plastics. Rolled out on World Environment Day, the van will travel across Indian cities displaying consumer products made from PLA. The campaign is aligned with the 2025 World Environment Day theme #BeatPlasticPollution. It aims to increase awareness and acceptance of biopolymer-based alternatives by simplifying PLA science and demonstrating practical, everyday use cases. The initiative intends to reduce consumer reliance on fossil fuel-based materials and encourage environmentally responsible behaviour. At scheduled stops, communities will be able to interact with PLA alternatives and learn how small decisions can support India’s transition to sustainable materials. Bioyug On Wheels was unveiled in Mumbai and will be exhibited at Bharat Mandapam, Pragati Maidan, Delhi, from 17–20 June 2025. Balrampur Bioyug is India’s first industrial PLA manufacturing brand.

JadeBlue’s bottle installations highlight plastic harm

On World Environment Day, nine large installations shaped like drinking water bottles and filled with plastic waste were placed across Ahmedabad by JadeBlue and its CSR wing, JadeEarth. The initiative was created in partnership with the advertising agency Fresh Lime Soda Creatives and supported by the Ahmedabad Municipal Corporation. Each 12-foot installation visualises the life cycle of discarded plastic, warning that the waste thrown away can ultimately contaminate water and human health through microplastics. The campaign aligns with the United Nations’ 2025 theme #BeatPlasticPollution. The installations are on display at key locations such as Riverfront, Law Garden, Sindhu Bhavan Road, and IIM Road. They serve as public reminders of the link between consumer waste and environmental degradation. The initiative builds on JadeBlue and FLS’s legacy of public environmental art campaigns, which have included large-scale symbols like a 40-foot whale, tree-hung shoes, and billboards on extreme heat. The current effort turns public space into a platform for visual environmental commentary, prompting civic engagement.

Ugaoo campaign urges Indians to plant

Urban gardening brand Ugaoo has launched its World Environment Day 2025 campaign titled Talk Less. Plant More., urging urban Indians to address climate anxiety with small, tangible actions—starting with nurturing a plant. The campaign targets environmentally conscious individuals who feel overwhelmed by the scale of climate change. By encouraging simple acts like planting at home, Ugaoo aims to inspire micro actions that collectively build a broader movement of environmental responsibility. The initiative highlights that emotional paralysis around climate issues can be countered by small, visible efforts. Through a digital-first campaign running across YouTube, Instagram, LinkedIn, and Facebook, Ugaoo encourages users to shift from discussion to action by planting, gifting, or pledging to care for a plant. Promoting urban gardening as a lifestyle choice, Ugaoo, since its inception, has delivered over 10 lakh plants across India. The company offers indoor and outdoor plants, seeds, tools, and personalised gardening support through its platform. Its mission is to reconnect urban residents with nature by turning personal spaces into green sanctuaries. Ugaoo positions planting as a form of protest against inaction and aims to reduce the psychological burden associated with environmental concerns.

MAGGI campaign urges mindful disposal

Nestlé’s MAGGI brand has launched a new campaign on World Environment Day highlighting the importance of responsible plastic waste disposal. The campaign features a short film using quirky visuals to reinforce the idea that “everything has its place”. Scenes show objects deliberately placed where they don’t belong—like shoes in a refrigerator or a laptop on a clothesline—to demonstrate the discomfort of misplacement. The message encourages consumers to treat MAGGI wrappers the same way: by disposing of them in designated bins. The film is part of MAGGI’s ‘2-minute desh ke naam’ initiative, which promotes taking small, daily actions for sustainable living. MAGGI states it collects and recycles the equivalent amount of plastic used in its packaging to reduce environmental impact. The campaign promote behavioural change around waste segregation and better waste management practices. The initiative also serves to remind audiences that sustainability begins with consistent, everyday actions—starting with responsible disposal.

Avaada ends campaign with action film

Clean energy company Avaada Group concluded its month-long World Environment Day campaign, ‘Mission Possible with Avaada’, with a short film calling for environmental action across all levels of society. The film marks the finale of the initiative, which began as ‘Mission Impossible’ and was later reframed to promote optimism and accountability. The campaign aimed to raise awareness about the ecological crisis while motivating collective action through real, achievable solutions. The concluding film features examples of environmental degradation alongside potential remedies such as afforestation, renewable energy adoption, and sustainable consumption. Avaada highlighted its own ecological practices through the campaign, including water conservation, green belt development, and investment in renewable infrastructure. The group positions the campaign not as a marketing initiative but as a mindset shift—where individual and institutional actions combine to achieve sustainability. Through digital outreach and storytelling, Avaada urged individuals and organisations to become active participants in addressing climate change, shifting from passive awareness to purposeful engagement. Avaada Group, backed by Brookfield and GPSC, is targeting 11 GWp renewable capacity by 2026 and expanding its portfolio in solar, hydrogen, ammonia, and sustainable fuels.

Greaves unveils green scooter installation

Greaves Electric Mobility marked World Environment Day with an out-of-home campaign in Bengaluru featuring a life-sized Ampere Nexus scooter installation made of chia seeds. The seeds gradually bloomed into a green sculpture, representing the company’s 17-year journey in promoting clean mobility. The installation aimed to spark public conversations about electric mobility and climate impact. According to the company, Greaves’ vehicles have saved over 80 million litres of petrol and offset emissions comparable to planting nearly 6 million trees. The firm has over 300,000 Ampere electric scooter users across India. In parallel, Greaves is running a digital campaign titled ‘Ampere Zero Carbon Emission Warrior’. The initiative showcases stories of individuals championing sustainable living. Profiles include a national-level cyclist promoting green commuting, a social entrepreneur focused on afforestation, and an artist working with rural artisans to create eco-conscious home décor.

PMG converts event waste to furniture

PMG India has launched a new initiative titled ‘Scrap to School’ that converts discarded materials from corporate events into school furniture. The project targets two major issues: the environmental impact of event waste and the lack of basic furniture in schools. India’s corporate events sector, worth ₹92,000 crore and growing rapidly, generates large volumes of temporary material waste, especially from stage setups and booths. Meanwhile, government data shows that 42% of Indian schools lack essential furniture. PMG’s pilot project addresses this gap by transforming event scrap into durable desks and chairs for underserved schools. In the first phase, PMG has upcycled waste into 60 seats and 30 desks in collaboration with local NGOs. The initiative aligns with PMG Asia’s global sustainability charter and is seen as a model for reducing landfill waste while supporting educational infrastructure. PMG plans to scale the programme by offering a toolkit that others in the events industry can use to replicate the model. The company is calling on corporates, institutions, and individuals to adopt similar practices, aiming to make sustainable event management more mainstream. PMG India is part of Hakuhodo Group and delivers integrated marketing solutions across India and the APAC region.