Campaign underscores sustainability, circularity, and fan engagement at scale
Coca-Cola India, in partnership with the International Cricket Council (ICC), has relaunched its flagship sustainability initiative ‘Maidaan Saaf’ for the ICC Women’s Cricket World Cup 2025. The campaign reaffirms the company’s commitment to responsible waste management and circularity at one of India’s most celebrated sporting events.
Running from September 30 to November 2 across stadiums in India, the initiative brings together recyclers, sustainability experts, and volunteers to embed eco-conscious practices into both fan experiences and venue operations.
Key highlights of Maidaan Saaf 2025:
- Stadium-wide waste management in collaboration with Ek Saath – The Earth Foundation and Greenmyna, enabling segregation and recovery of recyclables and compostables.
- Recycled plastic selfie booths, developed with Econscious, turning fan engagement into a lesson in plastic circularity.
- National flags made of recycled PET bottles (rPET), created in partnership with Go Rewise, carried during pre-match anthems to showcase the transformation of waste into cultural symbols.
“Cricket connects millions, and through Maidaan Saaf we want these shared moments to leave a positive impact,” said Devyani Rana, VP – Public Affairs, Communications & Sustainability, Coca-Cola India & South West Asia.
Echoing this, Anurag Dahiya, Chief Commercial Officer, ICC, added, “By embedding sustainability into the Women’s World Cup, we’re showing how small, conscious actions from fans can make cricket more responsible.”
Building on the legacy of the ICC Men’s Cricket World Cup 2023, where Coca-Cola enabled one of India’s largest-ever waste management programmes, the initiative continues to position sport as a platform for change, leaving behind a cleaner, greener legacy.
