By: M4G Bureau
Last updated : October 16, 2019 11:50 am
An on-ground activation is to reinforce the importance of reusing and recycling for a sustainable future
Conceptualized in December 2018 with the zero-waste clean-up 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, the brand 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.
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.
For more updates, subscribe to media4growth newsletter - Click here