Red Label beats waste at Kumbh Mela
Brooke Bond Red Label (BBRL) has always encouraged the spirit of togetherness & inclusiveness over a cup of tea. Taking a step ahead, for the first time, BBRL brings people together to support a noble cause of safe disposal of waste at the Kumbh Mela.
The Kumbh Mela is the largest human gathering on Earth which receives a footfall of over 15 crore pilgrims. It is estimated that more than 200 tonnes of garbage get generated at the Kumbh Mela every year. Most of this waste does not end up in dustbins and poses various health risks.
BBRL has set up a first-of-its-kind innovative tea vending machines across the Kumbh Mela to encourage people to dispose of waste safely. The innovative devices double up as dustbins and have a built-in sensor. Every time a pilgrim disposes of garbage, the sensor gets activated and releases a warm, delicious cup of tea from the tea vending slot.
Through this activation, the brand aims to inculcate the habit of safe disposal of waste and gives pilgrims an opportunity to respect & protect the environment.