Coca-Cola India & ICC Launch 'Maidaan Saaf' Campaign

By: WE staff | Tuesday, 30 September 2025

• Coca-Cola India, along with the ICC, is launching initiatives through its Maidaan Saaf campaign under the ICC Women's Cricket World Cup 2025
• The campaign is aimed at propagating cleanliness, sustainability, and fan participation among host venues in India

Coca-Cola India, along with the International Cricket Council (ICC), has unveiled a series of initiatives under its Maidaan Saaf campaign through the ICC Women's Cricket World Cup 2025.

The initiative engages community people, recycling groups, and event partners to deploy action-oriented waste management practices and fan activation initiatives in India host between September 30 and November 2.

Part of the campaign will involve integrating sustainability into the match-day experience through visible and interactive activities. In conjunction with stadium authorities, housekeeping staff, safai saathis, and waste pickers

The initiative will concentrate on addressing awareness about responsible waste handling. Volunteers will help fans segregate waste to ensure recyclable and compostable material is recovered in a proper manner.

Fans will also notice innovative installations constructed of recycled plastic, inviting engagement in cleaner venue initiatives.

Those massive national flags used during anthem rituals are designed from recycled PET bottles (rPET), symbolizing how everyday materials can be reused to create meaningful displays.

The campaign builds on the success of the ICC Men's World Cup 2023, when Coca-Cola India had introduced one of India's largest sports-related waste management programs. The rPET flag made there was recognized in the Limca Book of Records 2025 for its scale and ingenuity.