January 8, 2026: Coca-Cola India is integrating responsible waste collection and recycling practices at Coke Studio Bharat Live concerts in New Delhi and Guwahati, using the platform to demonstrate how large, high-footfall cultural events can be managed with greater material recovery and public participation.
Coca-Cola India is activating its flagship initiative #MaidaanSaaf, in partnership with Greenmyna, focusing on responsible waste collection, segregation, and recycling at large public gatherings. The initiative brings together structured on-ground systems, trained volunteers, and clear guidance to help audiences dispose of waste responsibly during the concerts.
At both venues, the #MaidaanSaaf activation includes staffed waste-segregation stations, temporary material recovery hubs, and clearly marked collection points across audience areas and consumption zones. Trained volunteers will support on-ground segregation, guide audience participation, and help ensure that post-consumer waste is channelled through authorised recovery pathways.
These efforts are designed to support organised waste handling during the concerts while reinforcing responsible disposal behaviour among fans, vendors, and event partners. The initiative also includes recovery from beverage consumption points, helping demonstrate how structured systems can support material collection even in dynamic, live-event environments.
Commenting on the initiative, Devyani R L Rana, Vice President – Public Affairs, Communications & Sustainability, Coca-Cola India & Southwest Asia, said, “Live cultural events like Coke Studio Bharat create moments of shared experience for audiences across cities.
Through #MaidaanSaaf, our focus is on integrating responsible waste practices into the way these events are delivered – making waste collection and segregation visible, practical, and relevant for both organisers and attendees. These efforts reflect how partnerships and on-ground systems can support better material recovery at scale.”
Coke Studio Bharat LIVE, debuting this January across New Delhi and Guwahati, marks the platform’s first-ever large-scale fan showcase, bringing together iconic music creators, folk influences and contemporary sounds within one immersive cultural experience.
In Delhi, Shreya Ghoshal, Aditya Rikhari, Rashmeet Kaur, Divyam and Khwaab will take the stage, and the Guwahati showcase will feature Anuv Jain, Shankuraj Konwar, Rito Riba and Anoushka Maskey, with each artist bringing a distinct sound and cultural identity to the platform.
The #MaidaanSaaf activation at Coke Studio Bharat Live builds on Coca-Cola India’s ongoing work across sports, cultural, and community events to support responsible waste handling through collaboration with local partners, volunteers, and civic stakeholders.
By embedding structured waste practices into large public platforms, Coca-Cola India continues to demonstrate how high-footfall events can be supported through organized collection systems and shared responsibility, while encouraging more mindful waste disposal behaviours among audiences.