World Environment Day: Kochi turns plastic into Ad benches

In a pioneering initiative set to place Kerala at the forefront of global sustainable innovation, Kochi Metro and prominent shopping malls across the state have jointly transformed over 10,000 kilograms of plastic waste into eco-friendly public benches that double as high-impact advertising platforms. This groundbreaking endeavor, spearheaded by climate-tech startup Carbon & Whale, marks the world’s first integrated sustainable out-of-home (OOH) advertising concept, where brands advertise with a clear mission of environmental responsibility. 

India’s first public furniture-based Ad network takes root 

Branded as “Carbon Ads,” this initiative is a significant first for India. Kochi Metro Rail Limited (KMRL) has become the nation’s inaugural transit system to embrace this model, converting 2,000 kg of plastic waste into sleek, durable benches now strategically placed throughout metro stations. These benches not only offer commuters a comfortable resting spot but also seamlessly integrate brand messages, exemplifying a fusion of sustainability, functionality, and marketing innovation. 

Malls Across Kerala Join the Green Movement 

Following Kochi Metro’s lead, major malls across Kerala have enthusiastically adopted Carbon Ads within their public spaces, expanding the initiative’s statewide footprint. These include: 

• Gokulam Mall (Kozhikode) 

• Oberon Mall and Centre Square Mall (Kochi) 

• Mall of Travancore (Thiruvananthapuram) 

• HiLITE Malls (Statewide) 

• LULU Malls 

Collectively, these malls have taken responsibility for an additional 8,000 kg of plastic waste, repurposing it into premium benches situated in high-footfall areas. This offers brands extended dwell time, enhanced visibility, and more meaningful consumer engagement. 

A scalable model for Indian retail 

“We’re not just cleaning up plastic, we’re redesigning how brands interact with public space,” stated Alvin George, Director and COO of Carbon & Whale. He added, “We’re already in discussions with some of India’s largest mall groups, including Nexus Malls, Phoenix Mills, and Forum Malls, to take this initiative nationwide. The goal is simple: make advertising a platform for climate responsibility.” 

Siddharth, CEO of Carbon & Whale, further emphasized the multi-faceted benefits: “We’re minimizing plastic waste, offering comfortable public seating, and delivering impactful advertising solutions, all in one system.” 

Advertising with purpose: Climate accountability at scale 

Unlike conventional OOH formats, Carbon Ads ensures that every brand message is underpinned by a measurable environmental impact, with each bench representing a fixed volume of plastic diverted from landfills or oceans. 

“This is no longer just advertising. This is climate accountability at scale,” remarked Monu Nair, Head of Oberon Mall, highlighting the profound shift in the advertising paradigm. 

This transformative initiative not only addresses the pressing issue of plastic waste but also redefines the role of advertising, positioning brands as active contributors to environmental stewardship. As the world celebrates World Environment Day, Kochi and Kerala stand as beacons of sustainable innovation, demonstrating how responsible business practices can create a tangible positive impact on the planet.