The company further shared that it has processed over 4.3 crore kgs of plastic in a single year in FY 22-23*.
This Earth Day, Britannia it celebrates this with a film on adopting a simple habit. Their choice of protagonist? An 8-year-old. The earnestness of a child is a striking reminder to do better, develop a conscience for cleanliness and be responsible for your own waste, if not everybody’s.
Har Pocket Ab Dustbin (Every Pocket, now a Dustbin) is an attempt to encourage millions of Britannia consumers to be cognizant of their surroundings and join the brand in its commitment towards efficient plastic collection and processing, leading to 100% plastic neutrality*. Everyone can also join the pledge with Britannia at https://www.britannia.co.in/do-not-litter
Watch the film here: https://youtu.be/FigGTM3U_d4?si=KjycRQPjECypAY4r
Britannia has been actively working around various measures such as sustainable sourcing of ingredients & packaging, enriching the products with vitamins and minerals, natural resources efficiency to minimise environmental impact and much more. One of many steps the company has taken is processing over 43,000 metric tonnes of plastic in FY 22-23 alone and being 100% plastic neutral for over two years. Britannia has also been making huge strides to efficiently tackle this challenge with various other initiatives such as Plastic Tray removal in some products, use of recyclable laminates and plastics*.
Commenting about the initiative of #HarPocketAbDustbin, Amit Doshi, Chief Marketing Officer, Britannia said, “Britannia is on a mission to be known as a responsible global total foods company. With the efforts of all our functions, we have been 100% plastic neutral for over two years, and on the occasion of World Earth Day - we wanted to bring light to our efforts. We wanted to extend the initiative to all our consumers because despite working at this scale, the individual efforts that you and I can make cannot be undermined. #HarPocketAbDustbin is an effort to tackle the plastic problem together with our consumers.”
The campaign has been developed by Talented.Team and directed by Gajraj Rao, CodeRed for Britannia.
Take a pledge and join us in making every pocket a dustbin: https://www.britannia.co.in/do-not-litter
Watch the initiative film here: https://www.youtube.com/watch?v=RbYNfhmliK4
