Coca Cola India's waste management drive at Maha Kumbh to feature in Discovery documentary

New Delhi: Coca-Cola India's waste management initiative at the upcoming Maha Kumbh 2025, known as ‘Maidaan Saaf’, is set to be featured in a documentary premiering on the Discovery Channel on 19 May 2025 at 7 PM, and on discovery+ on 20 May. The documentary was filmed at the Kumbh Mela grounds in Prayagraj and focuses on the company’s involvement in recycling and sanitation efforts during the massive religious gathering.

The campaign, according to Coca-Cola India, aimed to address the challenges of waste management at one of the largest human congregations in the world, using a combination of technological interventions and local partnerships.

“Maidaan Saaf reflects our commitment to translating intent into impact,” said Devyani RL Rana, Vice President, Public Affairs, Communications, and Sustainability for Coca-Cola India and Southwest Asia. 

The documentary also features perspectives from officials involved in on-ground operations, including Akanksha Rana, IAS Officer on Special Duty at Maha Kumbh 2025. Rana highlighted the scale of the challenge: “Every day, nearly 1 to 2 crore people used to visit the Kumbh, generating over 500 to 600 metric tonnes of waste. In such dense crowds, where road access is limited and deploying machinery becomes difficult, maintaining sanitation is a major challenge. It is encouraging to see private companies like Coca-Cola India come forward and support such a massive event.”

Tanaz Mehta, Head of Advertising Revenues, South Asia at Warner Bros. Discovery, noted the role of storytelling in highlighting such efforts. “The Maidaan Saaf campaign is a compelling testament to what can be achieved when cultural legacy, community participation, and modern sustainability practices come together. This documentary shines a light on the collective will that helped make one of the world’s largest gatherings more environmentally responsible.”

The initiative included efforts like setting up Reverse Vending Machines, using recycled PET materials for public utilities, and involving local communities in waste segregation. These efforts were part of a broader public-private partnership strategy aimed at encouraging more sustainable practices at mass gatherings.

In its recent earnings report, Coca-Cola mentioned its engagement at the Maha Kumbh as a significant brand activation. The report cited the installation of refreshment zones, nearly 1,400 mobile stations, and a 100-door cooler wall, resulting in more than 180 million product servings during the event.