Mumbai: Publicis OOH India, part of Publicis Groupe India, has launched an innovative green initiative, FlexForward, aimed at transforming the lifecycle of vinyl flex used in Out-of-Home (OOH) advertising. The program offers a groundbreaking solution to address the growing environmental challenges posed by billboard waste, while also benefiting marginalised communities across the country.
Vinyl flex, commonly used for creating banners, hoardings, and other outdoor promotional materials, has long been a significant contributor to plastic waste. In response to this, FlexForward is partnering with leading NGOs such as Goonj to repurpose used flexes into eco-friendly products like rain tarps, tote bags, and women’s utility pouches. These items are then distributed to underprivileged communities, effectively turning billboard waste into useful everyday products.
At the heart of FlexForward is the concept of “superhero flexes,” symbolizing transformation and change. The initiative empowers local communities by involving them in workshops where they clean, cut, and convert the collected flex materials into practical products. This hands-on approach not only helps reduce waste but also fosters a sense of collective action toward sustainability.
Key Highlights of FlexForward‘s Impact
- Waste Repurposing: Over 7 lakh square feet of flex in Mumbai and 5 lakh square feet in Delhi have already been collected and repurposed, preventing significant amounts of waste from reaching landfills.
- Carbon Footprint Reduction: The repurposing of flex materials has helped reduce carbon emissions associated with the disposal of plastic waste, contributing to a cleaner environment.
- Community Empowerment: The initiative actively engages local communities in the collection, transformation, and distribution processes, promoting environmental awareness and creating social impact.
Sejal Shah, Managing Director of PMX India, emphasised, “FlexForward combines sustainability with innovation and social responsibility. At the core of our business values is a steadfast commitment to environmental protection and positive social change. This initiative is an embodiment of that commitment, not just in reducing waste, but in creating a green movement that empowers communities and brings about transformative impact.”
The FlexForward initiative has been amplified through a robust social media campaign that showcases the transformation of discarded flexes and highlights the stories of the people and communities benefiting from the program.
