Addressing the growing concerns around India’s rapidly rising e-waste burden, the Appliances Business of Godrej Enterprises Group extends its India v/s E-Waste initiative with an awareness campaign around ‘The e-waste that we eat, but shouldn’t’.
This initiative brings the spotlight on a lesser-understood and alarming reality: how mishandled e-waste can seep into soil and water, ultimately entering the food we consume. Using visual metaphors of popular food items loaded with toxic e-waste ingredients, the brand aims to build awareness around responsible e-waste disposal and this time starting from as young as school children.
The brand has released a series of short videos on social media – each showcasing a popular food item in having toxic e-waste ingredients as visual metaphors– to bring the message alive and get people to download a guide on how to dispose of e-waste responsibly. It is also conducting awareness workshops across 200+ schools in India and showcasing life-sized ‘E-waste Table’ installations. The same is made from discarded appliance components, along with quirky yet hard-hitting 3D models of ‘Toxic Tacos,’ and ‘Circuit Board Cake’.
Speaking on the initiative, Kamal Nandi, Business Head & EVP at Appliances Business of Godrej Enterprises Group, said, “Our brand’s foundation is deeply rooted in pioneering progress for our people, nation and planet. With this visually impactful e-waste awareness campaign, our aim is to encourage citizens to rethink their e-waste footprint, to nudge them towards responsible e-waste disposal for safeguarding our future.”
Adding to this, Swati Rathi, Head – Marketing, Appliances Business of Godrej Enterprises Group, said, “With young Indias growing up as digital natives surrounded by appliances, electronic toys and gadgets, the e-waste burden is only set to rise further. As a responsible brand with environment stewardship as one of our core values we want to help our young generation start right, when it comes to e-waste disposal habits. This awareness campaign speaks to young India through the language of food, using impactful visual metaphors to help them connect e-waste to their own health and wellbeing, encouraging them to be more mindful about responsible e-waste disposal.”
