Godrej

Godrej expands India v/s E Waste initiative with powerful visual messaging

Godrej Enterprises Group’s Appliances Business has launched a new phase of its India v/s E Waste initiative, focusing on raising awareness among young audiences. The campaign highlights how irresponsible electronic waste disposal can affect soil, water and eventually the food people consume. By using strong visual metaphors and digital first storytelling, Godrej aims to make the rising e waste crisis more relatable and urgent for students and young consumers.

Campaign addresses India’s growing e waste challenge

The initiative arrives at a time when e waste generation in India continues to increase at a concerning pace. According to the Press Information Bureau, India produced nearly 1.3 million metric tonnes of e waste in FY24 to FY25. Meanwhile, the UN’s Global E Waste Monitor reports that global e waste is rising by 2.6 million tonnes every year and may reach 82 million tonnes by 2030.

Godrej’s new campaign aims to spark early awareness by addressing young minds who will inherit the environmental consequences of improper disposal. The brand believes that empowering students today can lead to more responsible consumer behaviour tomorrow.

Short social films use food based metaphors to show contamination

A standout element of the campaign is a series of short social films that creatively reimagine familiar food items using toxic e waste components. Through these visuals, the films depict how discarded electronic waste can travel through ecosystems and eventually enter the food chain.

This approach simplifies the complex issue and makes the environmental impact easy to understand. Items like a ‘Circuit Board Cake’ or ‘Toxic Tacos’ visually highlight how contamination could find its way onto a dinner plate if electronic waste continues to accumulate in soil and water.

Workshops and installations drive engagement across schools

To strengthen on ground awareness, Godrej has expanded its educational outreach to more than 200 schools. The brand has installed interactive life sized setups such as an E waste Table, Toxic Tacos and a Circuit Board Cake. These installations help students understand the consequences of irresponsible disposal through immersive and relatable storytelling.

By connecting environmental issues with everyday objects, Godrej makes learning both memorable and actionable for young audiences.

Leadership emphasises responsibility and future readiness

Kamal Nandi, business head and executive vice president of Appliances Business at Godrej Enterprises Group, states that the brand has always aimed to drive progress for people, the nation and the planet. He explains that the visually compelling campaign encourages citizens to reflect on their e waste footprint and adopt responsible disposal practices.

Swati Rathi, head of marketing for the Appliances Business, highlights that young India is growing up surrounded by gadgets and electronics. She explains that the e waste burden will only rise unless younger generations learn conscious disposal habits early. The campaign speaks to them using the universal language of food, helping them connect e waste to personal wellbeing and future sustainability.

Campaign strengthens reach through digital amplification

Conceptualised by Adfactors PR and Tribes Communication, the initiative is supported by strong digital distribution, social media amplification and on ground activations with e waste partner Hulladek.

With this campaign, Godrej reinforces its responsible brand values while equipping young India with knowledge to build a cleaner and healthier future.