Mahindra Susten launches #CutTheCrap campaign

The campaign seeks to reinforce the importance of reuse and recycling for a sustainable future

e4m by exchange4media Staff
Published: Oct 18, 2019 5:34 PM  | 3 min read
Mahindra Susten

#CutTheCrap sustainability initiative by Mahindra Susten talks about waste segregation and its benefits for the environment. Reducing plastic waste through recycling and reuse ensures less waste goes into our landfills and oceans.

The campaign was conceptualised in December 2018 with the zero-waste cleanup hike to Mt. Kalsubai. Since then, the campaign has conducted various activities, and #CutTheCrap has eventually caught the attention of the Mahindra Group team, who have scaled it to new heights. 

With Ennoble Social Innovation, Mahindra 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 are for use by underprivileged school children featuring a pop-out stand and solar charger.

The uniqueness of this campaign of upcycling trash is it helps children get a better education. It was widely praised and received an overwhelming response. AGENCY09, the digital agency of Mahindra Susten, conceptualised the campaign with the brief, that a mindset change was required with regards to how we deal with trash. The on-ground campaign started with one location at WeWork, BKC, and was soon launched across India at various Mahindra Susten offices.

Basant Jain, Chief Executive Officer, 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 started with WeWork as our location partner to collect the 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, it 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.” 

The success of the campaign later caught the attention of top management at Mahindra, and Mahindra Rise took the initiative further to create a wider impact under the Rise banner. The campaign is being continued at the Mahindra Susten’s Thane office. The company plans to take this sustainability initiative to other offices and places where its projects are present.

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