New Delhi, India April 2025: DS Group, one of India’s largest FMCG conglomerates, recently launched the ‘Adopt the Tidyman’ Campaign, a major element of its current #CatchTheRightBin movement. Following the success of its initial edition, which saw the introduction of color-coded bin indicators on DS Group packaging, the campaign calls for other brands, consumers, and companies to adopt the internationally accepted color-coded Tidyman icon in a bid to enhance source-level waste segregation.
Acknowledging the huge environmental and social problems created by the sheer amount of global waste, ‘Adopt the Tidyman’ seeks to encourage active cooperation in proper waste segregation and management.
Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group, said, “We are delighted to announce ‘Adopt the Tidyman’ campaign, an essential move towards overcoming India’s increasingly severe waste management problems based on poor source segregation. We urge corporates and individuals to invest strategically and support sound practices with a view to inducing genuine behavior change across the country and for effective treatment of waste.”
For maximal impact, DS Group will initiate a national print campaign, positioned OOH hoardings addressing corporates, and a branded microsite to host campaign creatives. A full-fledged campaign with digital films, OOH, digital media, and on-ground promotion will also impart education to people about segregation of waste.
