The soft drinks giant, through its philanthropic arm Anandana and in partnership with United Way Mumbai, repurposed about 19,000 kg of plastic waste collected during last year's ICC Cricket World Cup in India to create the eco-friendly benches.
Each bench is made from approximately 50 kg of recycled plastic waste, Coca-Cola said, adding the benches have been installed in schools, colleges, public parks and municipal corporation offices in cities including Delhi, Mumbai, Kolkata and Bangalore.
"Our #BenchPeBaat campaign is a testament to our dedication towards sustainability, as we transform waste into meaningful community assets," said Rajesh Ayapilla, senior director for corporate social responsibility and sustainability at Coca-Cola India and Southwest Asia.
Coca-Cola conceptualised the campaign in line with its global "World Without Waste" strategy aimed at driving a circular economy for packaging, he added.
The campaign film was created by Havas People India, the talent communication and employer branding agency of Havas Group India.
"We are proud to partner with Coca-Cola India on the groundbreaking #BenchPeBaat campaign, which ignites awareness and dedication to sustainability," said Arindam Sengupta, managing director of Havas People India.
Last year, Coca-Cola India deployed reverse vending machines and collection bins at stadiums and hospitality zones in 10 host cities during the cricket World Cup to collect plastic waste that was later repurposed into the benches.
George Aikara, CEO of United Way Mumbai, said the initiative exemplified sustainable practices while enriching communities with innovative street furniture and vibrant social spaces.
