Coca-Cola, ‘Maidaan Saaf’, a campaign around waste management at the Maha Kumbh 2025 in Prayagraj, is the subject of a new documentary premiering today on Discovery+ Channel. The film documents how the brand collaborated with local authorities and communities to implement large-scale recycling and sanitation solutions during the month-long event.
Filmed on-site at the Kumbh Mela grounds, the documentary showcases Coca-Cola India’s approach to using technology, public-private partnerships, and community engagement to manage an estimated 500–600 metric tonnes of waste generated daily by crowds of up to 2 crore people.
Link to the promo
“Maidaan Saaf reflects our commitment to translating intent into impact,” said Devyani RL Rana, Vice President – Public Affairs, Communications, and Sustainability, Coca-Cola India and Southwest Asia. “It’s a local story of collaboration that aligns with our global sustainability goals.”
The campaign featured Reverse Vending Machines (RVMs), recycled PET-based utilities, and active community participation in waste segregation and recycling education, making the Kumbh more environmentally sustainable.
Akanksha Rana, IAS and Officer on Special Duty at Maha Kumbh 2025, who is featured in the documentary, commented: “Maintaining sanitation in such dense gatherings is a major challenge. Coca-Cola India’s support significantly contributed to promoting responsible waste practices at the event.”
Tanaz Mehta, Head of Advertising Revenues, South Asia, Warner Bros. Discovery, added “The documentary captures how modern sustainability practices can integrate with cultural traditions to drive real change.”
