DS Group, under the brand Catch, has launched the ‘#CatchTheRightBin’ public awareness campaign to educate individuals about the significance of waste segregation at its source for effective waste management. As part of this initiative, the Group has introduced a solution that assists consumers in correctly disposing of packaging materials by providing them with clear guidance to place them in the appropriate bins. An impactful change has been made by replacing the traditional black waste basket symbol on the packaging with colored bins, ensuring consumers know which bin to use.
Commenting on the initiative, Mr Rajiv Kumar, Vice Chairman, DS Group said, “As a responsible corporate citizen, DS Group recognizes the importance of waste segregation and understands its role in this context to bring about a behavioural change amongst us. We wish to create awareness and drive what is a simple, positive call to action that every individual can undertake thereby creating a deeper impact. With the #CatchTheRightBin campaign, we endeavor to promote, inculcate and instil the habit of responsible waste segregation at source and work with our consumers to set a benchmark in waste management culture.” Conceptualized by Dentsu Creative, this campaign acts as a platform that urges its audiences and invites other brands to implement this method and make waste segregation easy for customers. The DS Group will launch a comprehensive 360-degree public awareness campaign for waste segregation. It includes digital films, OOH, social media and on ground activation to educate and guide people on proper waste segregation practices. The media partner on the campaign is Mindshare and the social media partner is Grapes. The DS Group’s sustainability initiatives are in areas of energy management, water management, material conservation, recycling, and waste management.
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