Godrej Enterprises Group’s Appliances Business has broadened its India v/s E-Waste initiative with a new digital-first awareness campaign that highlights how improperly discarded electronics can seep into soil, contaminate water, and ultimately enter the food we consume. Conceptualised by Adfactors PR and Tribes Communication, the campaign uses strong visual metaphors to simplify a complex environmental issue, especially for younger audiences.
Video: https://www.instagram.com/reel/DReuexHCF3m/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==
The campaign arrives at a crucial time. India generated nearly 1.3 million metric tonnes of e-waste in FY24–25, according to the Press Information Bureau. Globally, the UN’s Global E-Waste Monitor reports that annual e-waste continues to rise by 2.6 million tonnes and may reach 82 million tonnes by 2030. Against this backdrop, Godrej aims to drive early awareness and reshape disposal habits among digital-native youth.
At the centre of the initiative are short social films that reimagine everyday food items-such as tacos or cakes-embedded with e-waste components, illustrating how toxic materials can infiltrate the ecosystem. To strengthen on-ground engagement, the brand is conducting workshops across more than 200 schools. Installations like the ‘E-waste Table’, ‘Toxic Tacos’ and a ‘Circuit Board Cake’ offer an interactive way for students to grasp the consequences of careless disposal.
Kamal Nandi, business head and EVP, Appliances Business, said the campaign reflects Godrej’s commitment to responsible progress and environmental stewardship. Swati Rathi, head of marketing, added that with young Indians surrounded by gadgets, teaching responsible habits early is essential for a sustainable future.
The campaign will be amplified across digital platforms and reinforced through activations with e-waste management partner Hulladek.
