New Delhi, September 30, 2025: Coca-Cola India, together with the International Cricket Council (ICC), has rolled out its Maidaan Saaf campaign at the ICC Women’s Cricket World Cup 2025 to promote responsible waste management and recycling.
The initiative will be implemented across stadiums in India from September 30 to November 2, engaging fans in sustainability practices through waste segregation drives, creative installations, and recycling-focused fan experiences. Volunteers will guide spectators on segregating waste to ensure recyclables and compostables are efficiently recovered.
Highlights of the campaign include Maidaan Saaf selfie booths made from recycled plastic, designed in partnership with Econscious, and giant national flags crafted from recycled PET bottles (rPET) with Go Rewise, used during anthem ceremonies.
“Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact,” said Devyani Rana, Vice President – Public Affairs, Communications and Sustainability, Coca-Cola India & South West Asia. “Our work with ICC and grassroots partners demonstrates that major sporting events can inspire communities to recycle more and waste less, while still delivering an unforgettable fan experience.”
Anurag Dahiya, Chief Commercial Officer, ICC, added, “Cricket has the power to inspire positive change well beyond the boundary. Through this partnership with Coca-Cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will see how simple actions like segregating waste or celebrating recycled creations can make our sport more inclusive and responsible.”
The campaign builds on Coca-Cola India’s earlier success at the ICC Men’s World Cup 2023, where its rPET flag was recognized in the Limca Book of Records 2025 for innovation in sustainability.
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