7 December, 2023: ITC Ltd.’s instant noodle and pasta brand, Sunfeast YiPPee is all set to launch its’ new initiative. The new campaign will revamp playground equipment in city parks using waste plastic which is all set to roll out in Metro cities. It will cover Bangalore, Mumbai, Delhi-NCR and Kolkata. Through its’ ‘YiPPee! Better World: Create Magic’ endeavour, the brand attempts to raise awareness, educate, collect and upcycle plastic waste by converting it into park equipment like jungle gyms, swings, and so on.
The playground equipment in city parks will cater to the essential need for recreation, particularly for the children. This initiative will apart from upcycling plastic waste also drive community involvement.
The plastic waste will be converted into sturdy, colourful playground equipment like jungle gyms and swings. This will also give a second lease of life to plastic materials that are discarded and reduce the plastic in landfills.
This initiative will also encourage large scale community participation. Large scale awareness, voting and waste conduction drives will be conducted. This will rally the larger community to participate in this movement.
The joy of playing in open spaces while creating a sustainable environment, will be advocated by the brand in this campaign which will be implemented in the four metros, namely Delhi-NCR, Mumbai, Kolkata and Bengaluru.
Chief Operating Officer, Snacks Noodles & Pasta, ITC Ltd Kavita Chaturvedi, while commenting on the initiative said, that YiPPee! has always believed in encouraging a better way of living and in India there is a need for plastic recycling. The YiPPee! Better World: Create Magic initiative would also spread awareness on plastic waste management as well as show better ways of utilising plastic waste for the betterment of the society.
Through the brand’s flagship school contact programme ‘YiPPee! Better World: Trash to Treasure’ conducted last year, 35 lakh children conducted 2,500 kg of plastic waste which was then converted into 1,000 benches and desks for schools.
Similarly, under the ‘Terra by YiPPee! Better World’ initiative, trendy lifestyle and utility products such as bags were created from waste plastic wrappers. The brand has successfully upcycled approximately 3.1 lakh packs of YiPPee!
‘ITC WOW – Well Being Out of Waste’, has reached out to 2.2 crore citizens in over 55 lakh households, 57 lakh school children and 2,100 corporates since its inception. As an organisation ITC has sustained its plastic neutrality status for the second year in a row
ITC collected and sustainably managed more than 60,000 MT of plastic waste, In FY 22-23, which exceeded the amount of plastic packaging utilized by ITC during the year.
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