McDonald’s India- North and East in its latest initiative has taken a step ahead by repurposing its out-of-home (OOH) marketing material into school bags for kids. As per the company, the campaign is aimed at reducing plastic waste.
Through this initiative, the brand advances its goal of decreasing waste and promoting a sustainable culture, thereby, creating a long-term positive impact in the communities it serves.
Additionally, the brand leads the way in creating out-of-home advertising and recognises that billboard vinyl, which is made of non-biodegradable polymers, contributes significantly to plastic waste.
Talking about the initiative, Rajeev Ranjan, managing director, McDonald’s India – North and East, said, “Our sustainability efforts are focused on keeping communities clean, protecting the planet for future generations and supporting our long-term business resilience. We explore avenues to reduce waste, transition to more sustainable materials, while simultaneously making a meaningful contribution to communities. The repurposing of billboard materials into school bags exemplifies our dedication to achieving both of these goals in an innovative and impactful manner.”
The initiative is conceptualised and executed in collaboration with OMD India with the goal of reducing plastic waste.
“As people’s mindsets increasingly shift from a consumerist approach to one that’s more conscious and intent-driven, advertising’s focus on sustainability gets stronger than ever. We see Happy Bags as not just a campaign but a heartwarming step towards sustainable practices for McDonald’s. Channelling the spirit of giving this holiday season, we’re pleased to be emphasising the need for innovative approaches to driving social and environmental impact.” Anisha Iyer, CEO, OMD India team, added.
Moreover, McDonald’s has partnered with the NGO Child Survival India and distributed over 2000 upcycled bags to children aged 5 to 18 years.