Maha r-PET Abhiyaan takes recycling message to millions through OOH campaign

The Government of Maharashtra’s Environment and Climate Change Department, in partnership with Hindustan Coca-Cola Beverages, has launched the Maha r-PET Abhiyaan, an initiative aimed at encouraging responsible plastic disposal and strengthening PET bottle recycling across the state. 

Built around the message, “Be the one who brings them back,” the campaign seeks to motivate citizens to segregate plastic waste at source and ensure used PET bottles re-enter the recycling ecosystem instead of ending up in landfills or polluting public spaces. 

To drive large-scale awareness in Mumbai, the campaign leveraged the DOOH network of ProDigi, taking the sustainability message directly to consumers across high-footfall urban locations. Through strategically placed digital screens, the initiative reached audiences during their daily commutes and routines, reinforcing the importance of responsible consumption and recycling. 

With ProDigi’s network delivering over 4.1 million impressions daily, the campaign was able to achieve significant visibility, ensuring that the message of environmental responsibility reached a broad and diverse audience across Maharashtra. 

The initiative highlights the growing role of DOOH as a powerful medium for public awareness campaigns, enabling governments and brands to communicate social and environmental messages at scale. By combining impactful creative messaging with widespread digital visibility, the campaign transformed a sustainability objective into a public conversation. 

As concerns around plastic waste continue to grow, initiatives such as Maha r-PET Abhiyaan demonstrate how collaboration between government bodies, brands, and media platforms can help drive behavioural change. Through widespread awareness and citizen participation, the campaign aims to encourage greater recycling adoption and contribute to the development of a more circular and sustainable economy.