MUMBAI : At Maha Kumbh 2025, comics and visual art are driving a powerful environmental message, turning the event into a catalyst for change. Led by Gaysi Family in partnership with Coca-Cola India and its foundation Anandana, the Maidaan Saaf campaign brings together renowned artists, including Aravani Art Project and Priyankar Gupta, to craft compelling visual narratives. Through striking illustrations, the initiative promotes waste segregation, recycling, and recognition of sanitation workers, making sustainability both engaging and impactful.

These illustrated panels, integrated into women’s changing rooms made from recycled plastic waste, span a 12-km stretch of the river ghats. They depict relatable characters and everyday scenarios, demonstrating the impact of responsible waste management. The initiative not only educates visitors but also highlights the dignity of sanitation workers, emphasizing how proper waste segregation supports their essential work.

"Using art to communicate complex ideas in a simple, accessible way is key to inspiring behavioral change," said Gaysi Family creative director Priya Dali. Illustrator Gupta added that comics, like traditional Patachitras, are powerful tools for mass communication.

With millions attending the Maha Kumbh, Coca-Cola India's ESG Value Creation senior director Saloni Goel, sees this as a unique opportunity to instill lasting environmental responsibility. "By blending art, culture, and sustainability, this campaign fosters meaningful shifts in public attitudes," she stated.

Through creative storytelling, the Maha Kumbh is not just witnessing history it’s shaping a more sustainable future.