Bengaluru: BIG FM joins hands with Bangalore International Airport Limited (BIAL) – operator of the Kempegowda International Airport, Bengaluru (BLR Airport) and FMCG major ITC’s Foods Division for their initiative- #PlasticBeku, which is encouraging the citizens of Bengaluru to give their plastic waste to build roads within the BLR Airport campus.
The Initiative aims at ‘REDUCE, RECYCLE AND REUSE’ of plastic and is a step towards a better world. In its first phase, #PlasticBeku will be undertaken at three BIAL-adopted schools and five panchayats of Devanahalli Taluk. This will be extended to 20 more schools across Bengaluru, where students and teachers, who can make a meaningful contribution to reducing plastic waste, will be encouraged to give their household waste plastic to BLR Airport. KK Plastic Waste Management, the agency that has the technology to mix waste plastic with bitumen, will carry out collection on an ongoing basis. BIAL will use the plastic waste collected through this drive to pave its internal roads.
Further to amplify the initiative, BIG FM will be taking a 360-degree spin, driving on-air and on-ground urging the citizens of Bengaluru to donate plastic as BIAL, over a period of time, would need several hundred tonnes of waste plastic to pave roads within the campus. BIG will also raise awareness of how they could recycle, replace and reuse plastic and could help reduce the rising pollution levels and make the city clean and green.
Sunil Kumaran, Country Head – Product, Marketing & THWINK BIG, BIG FM, said: “As a brand with a philosophy of ‘Dhun Badal Ke Toh Dekho’, BIG FM aims to provide entertainment with a purpose and consistently delivers out-of-the-box initiatives each time. Plastic has been a useful commodity, but the problem lies with its effective disposal, which has been causing damage to the environment. As a brand, we encourage listeners to think from a different perspective, and the idea of converting waste plastic into useful roads instead of banning plastic usage synchronizes beautifully with our philosophy. This will help in bringing about a positive change in the society. All the Bengaluru station radio jockeys including RJ Pradeepa, RJ Shruti, RJ Rashmi, RJ Divyashree, RJ Rohit and RJ Vicky will be actively driving this initiative throughout their shows. We are excited to be working together with BIAL and ITC in this initiative.”
Commenting on the initiative, Tom Shimmin, Chief Project Officer, BIAL, said, “As an Airport, we generate a large quantum of waste each day. BIAL has been ahead of the curve in managing this waste, including plastic, in a responsible manner. Eliminating irresponsible use of plastic is just one amongst our many sustainable initiatives. Building strong and durable roads with waste plastic is an easier and more ecologically-efficient way to dispose plastic waste that is otherwise scattered all over. We have always believed that BIAL must lead the way and be a role model for sustainable development. The #PlasticBeku movement is one initiative that we believe can change the world.”
Commenting on this endeavour, Kavita Chaturvedi, Chief Operating Officer, Snacks Business at ITC Ltd, shared “Sunfeast YiPPee! is committed to creating a clean and green environment by spreading awareness about source segregation and recycling of dry waste. In alignment with our brand ethos of ‘A Better World’, Sunfeast Yippee! is delighted to partner with Bangalore International Airport Limited (BIAL) and contribute to the development of a road using recycled plastic. We urge the citizens of Bengaluru to come forward and support this cause to create a better and secure future.”
In a bid to raise awareness about the waste segregation at the source itself, the campaign aims to create a cleaner, greener and more sustainable environment. The initiative is a step towards an eco-friendlier world. This campaign integrates BIG FM’s brand philosophy, ‘change starts with you’, and Sunfeast YiPPee!’s initiative ‘A Better World’ which aims to tackle the environmental challenge.
