Coca-Cola India has integrated responsible waste collection and recycling practices at Coke Studio Bharat Live concerts in New Delhi and Guwahati, demonstrating how large, high-footfall cultural events can be managed with improved material recovery and active public participation.
The initiative is being implemented through Coca-Cola India’s flagship campaign #MaidaanSaaf, in partnership with Greenmyna, with a focus on structured waste collection, segregation and recycling at major public gatherings. The activation brings together trained volunteers, organised on-ground systems and clear disposal guidance to encourage responsible waste behaviour among concertgoers.
At both concert venues, the #MaidaanSaaf activation features staffed waste-segregation stations, temporary material recovery hubs and clearly marked collection points across audience and consumption zones. Trained volunteers are deployed to support on-ground segregation, guide audience participation and ensure that post-consumer waste is routed through authorised recovery channels.
The effort aims to support organised waste handling during live concerts while reinforcing responsible disposal behaviour among fans, vendors and event partners. Waste recovery from beverage consumption points is also included, highlighting how structured systems can enable material collection even within fast-paced, 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 in New Delhi and Guwahati, marks the platform’s first large-scale fan showcase, bringing together iconic music creators, folk influences and contemporary sounds within a single immersive cultural experience.
The Delhi edition features performances by Shreya Ghoshal, Aditya Rikhari, Rashmeet Kaur, Divyam and Khwaab. The Guwahati showcase will see Anuv Jain, Shankuraj Konwar, Rito Riba and Anoushka Maskey take the stage, each bringing a distinct cultural sound 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, undertaken in collaboration with local partners, volunteers and civic stakeholders to promote responsible waste handling.
By embedding structured waste-management practices into large public platforms, Coca-Cola India continues to highlight how high-footfall events can be supported through organised collection systems and shared responsibility, while encouraging more mindful waste disposal behaviour among audiences.
