Aditya Birla Group gives the message of recycling through #BigOnCircularity campaign on World Environment Day

To celebrate the World Environment Day, Aditya Birla Group has initiated the #BigOnCircularity campaign to promote awareness on sustainability.

As part of the campaign, the Group has unveiled a digital video – titled #YehDuniyaGolHai - showcasing the voice of Bollywood actor, Vijay Raaz.

With Raaz’s distinct style of dialogue delivery, the video uses prose to narrate an illustrated story of waste while explaining how it can become a valuable resource to save the planet.

Revealing the impact of recycling, reusing, and repurposing, the video encourages users to turn waste into good by giving it a second life. 

The Group has also released a longer version of the digital video that captures sustainability milestones, innovations and goals of its businesses. 

Driven by a mission to minimise the environmental footprint, the Group said it is implementing recycling practices to foster circularity across its products and businesses.

Last year, as per the Group, it repurposed, recycled and co-processed over 11.9 million tonnes of waste, showcasing its commitment to responsible waste management practices.