UltraTech Cement has launched a powerful sustainability initiative, ‘MahaKumbh ka MahaSankalp’, at Maha Kumbh 2025 in Prayagraj. The campaign addresses one of the event’s biggest challenges—plastic waste—by transforming it into a cleaner energy source.
Turning Devotion Into Action
Every year, millions gather at Maha Kumbh. Alongside spiritual fervour, the event leaves behind vast amounts of plastic waste. UltraTech took this as an opportunity to drive meaningful change through environmental responsibility.
In collaboration with local authorities, the brand initiated an awareness campaign urging devotees to pledge their support for cleaner surroundings. Key routes and landmarks across Prayagraj featured high-impact messaging that encouraged responsible disposal of plastic.
Strategic On-Ground Execution
To ensure real impact, UltraTech:
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Installed 50 blue bins at high-footfall zones
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Deployed 50 sanitation workers for daily waste collection
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Ran an LED van across residential areas to educate citizens
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Conducted interactive sessions on plastic disposal
What set the campaign apart? The collected plastic was repurposed as alternative fuel at UltraTech’s Dalla Cement Works in Sonbhadra, Uttar Pradesh—linking environmental care with industrial innovation.
High-Impact Communication Across Touchpoints
To build mass awareness, UltraTech created a music video voiced by Shaan, which captured the emotional essence of the initiative. It was amplified across YouTube, Instagram, and Facebook, earning widespread engagement.
Additionally, the brand ensured massive visibility through:
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Branding at 40+ temples, 100 police booths, and 1,000 pole boards
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100+ hoardings across Prayagraj and satellite towns
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1.5 lakh sq. ft. of wall art in Varanasi, Mirzapur, and Bhadohi
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Radio support through Red FM Prayagraj
Tangible Results & Long-Term Vision
By February 2025, the initiative had processed over 400 metric tonnes of plastic waste, preventing environmental damage and generating clean energy. This also marked the largest quantity of plastic processed by a cement brand in India.
The campaign is part of UltraTech’s broader sustainability mission. The brand currently partners with over 80 municipal corporations to manage non-biodegradable waste across India.
Conclusion
With ‘MahaKumbh ka MahaSankalp’, UltraTech Cement proved that purpose-driven initiatives can create large-scale environmental impact. More than a clean-up drive, the campaign represented a shift in mindset—where faith, community, and sustainability walk hand-in-hand.
