- ‘Adopt The Tidyman’ is a part of the #CatchTheRightBin campaign
- Aims to encourage other corporates and individuals to join the waste segregation initiative
Dharampal Satyapal Group (DS Group), a multi-business corporation and leading FMCG conglomerate, has launched the ‘Adopt The Tidyman’ Campaign, which is part of the #CatchTheRightBin campaign. This initiative aims to enhance awareness and promote action on waste segregation at the source. With a strengthened focus on corporates and individuals’ collaboration, “Adopt the Tidyman”, is aimed at inspiring corporates and individuals to take an active role in responsible waste segregation and management.
Building on the success of the first edition, which introduced color-coded bin indicators on the packaging of various DS Group brands, “Adopt the Tidyman” goes a step further by urging more brands, individuals as well as corporations to adopt the colour coded Tidyman symbol—a globally recognized icon promoting waste segregation. Globally, the sheer volume of waste presents a monumental challenge, demanding urgent and coordinated action to mitigate its far-reaching environmental and societal consequences.
Commenting on the initiative, Mr Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group, said, “DS Group is pleased to announce ‘Adopt The Tidyman’ campaign which is a part of #CatchTheRightBin. This initiative directly addresses India’s growing waste management challenge, which is largely caused by lack of segregation at source. We encourage corporates and individuals to engage strategically and champion responsible waste segregation and foster meaningful behavioral change across the nation. This will ensure proper treatment of generated waste.”
To maximize reach and visibility, DS Group will undertake a national media campaign as well as deploy several strategically placed OOH hoardings, appealing to larger corporates to join this simple initiative by making a minor change in the packaging. All creative content and educational material related to the campaign will be available on a dedicated microsite. Consumers and brands can learn more, take the pledge, and explore interactive content at https://catchfoods.com/catch-the-right-bin/. The DS Group will launch a comprehensive campaign for waste segregation which will include digital films, OOH, social media and on ground activation to educate and guide people on proper waste segregation practices.
