Multi-business conglomerate ITC Limited’s YiPPee!, has announced the launch of a new campaign “YiPPee! Better World: Create Magic”, highlighting a new waste upcycling initiative programme under its banner aimed at refurbishing city parks with park equipment (like swings, jungle gyms etc.) made from upcycled plastic waste collected through large-scale awareness & plastic waste collection drives by the brand.
The creative rendition for the campaign was done by Ogilvy. The creative is aimed at portraying the impact of this massive plastic collection drive visually. The creative execution shows park rides made with discarded plastic. Also, in exchange for plastic waste, YiPPee! is giving the consumers the power to choose the park they want to ‘transform’. So, by organizing this mass participatory sustainability drive, YiPPee!, true to its brand ethos, intends to put more power in the hands of the consumers by giving them the right to choose.
City parks serve as the vibrant core of our neighbourhoods, especially for kids. They echo with children’s laughter, foster friendships, and inspire dreams. YiPPee!, as a brand, embodies the essence of joyful enthusiasm. With this fresh campaign, the goal is to align the brand’s ethos of promoting awareness of plastic waste management practices with the sheer delight of playing in outdoor areas. YiPPee!’s commitment to this endeavour goes beyond sustainability; it’s about fostering a community that cherishes and nurtures a responsible tomorrow.
The brand recognises the urgency of addressing the plastic waste crisis while keeping in mind that people need to see the immediate, tangible benefits of their efforts. That’s why this initiative is not just about upcycling plastic; it’s about revitalising city parks.
The initiative follows an innovative two-pronged approach for maximum impact:
Upcycling Plastic Waste: Converting plastic waste into colourful playground equipment, from swings to jungle gyms. With sustainability at the core of this endeavour the aim is to give a second life to discarded plastic materials.
Community Involvement: The success of this initiative lies in the hands of the community. It involves conducting large-scale awareness and plastic waste collection drives, rallying the larger community to participate in the movement. Bringing individuals together for a common cause to create magic in the lives of our children.
“YiPPee! Better World: Create Magic” initiative, focuses on cities of Delhi-NCR, Mumbai, Bangalore, and Kolkata aiming to create magic in children’s lives and tackle the problem of plastic waste while envisioning a future where playgrounds are not just a place to play but a symbol of the collective commitment of entire society to a sustainable and joyful future.
ITC, overall as an organisation, has sustained its plastic neutrality status for the 2nd year in a row by implementing an integrated solid waste management programme that incorporates unique and multi-dimensional initiatives. The Company’s flagship waste management initiative that focuses of ‘ITC WOW – Well Being Out of Waste’ reaches out to 2.2 crore citizens. In FY 2022-23, the Company collected and sustainably managed more than 60,000 tonnes of plastic waste across 36 States and Union Territories. ITC has also been a solid waste re-cycling positive enterprise for over 16 years.
