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India's biggest human gathering at Kumbh Mela, faces the mammoth hazard of poor waste management. Millions of pilgrims affect the soil and the water bed of the river Ganges. So we decided to solve this problem with a simple idea.

Tea For Trash, Brooke Bond Red Label set up the first-of-its-kind tea vending machines across Kumbh Mela. Every time a pilgrim disposed off plastic waste, the sensor got activated and released a warm, delicious cup of tea from the tea vending slot.


The brand did not spend any money on the campaign and received organic PR worth 47 million. And the Tea For Trash vending machines collected 93 tonnes of garbage.

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