McDonald’s India- North and East has repurposed its out-of-home marketing material into school bags for kids recently. The initiative has been conceptualised and executed in collaboration with OMD India with the goal of reducing plastic waste.
Speaking about these repurposed school bags, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, stated, “Our sustainability efforts are focused on keeping communities clean, protecting the planet for future generations, and supporting our long-term business resilience. We continuously explore avenues to reduce waste, transition to more sustainable materials, while simultaneously making a meaningful contribution to communities. The repurposing of billboard materials into school bags exemplifies our dedication to achieving both of these goals in an innovative and impactful manner. This endeavour not only marks a significant stride for us toward strengthening sustainable practices but also underscores our dedication to creating a significant positive impact within our communities.”
Discussing the campaign, Anisha Iyer, CEO, OMD India Team, said, “As people’s mindsets increasingly shift from a consumerist approach to one that’s more conscious and intent-driven, advertising’s focus on sustainability gets stronger than ever. We see Happy Bags as not just a campaign but a heartwarming step towards sustainable practices for McDonald’s. Channelling the Indian spirit, we’re pleased to be emphasizing the need for innovative approaches to driving social and environmental impact.”
By partnering with the NGO Child Survival India, McDonald’s has successfully distributed over 2000 upcycled bags to children aged 5 to 18 years.