Mumbai: Pakka Ltd, formerly known as Yash Pakka Ltd, a manufacturer of compostable packaging solutions, has launched a unique, art-centric brand campaign in Ayodhya. Ahead of the much-anticipated Ram Mandir inauguration, the campaign aims to raise awareness about cleanliness in the holy city. Themed around 'Cleanliness is Service' and 'Cleanliness is Abundance', the campaign echoes the Indian Government's “Swachh Bharat Abhiyan” initiative spearheading UP government’s single-use plastic free Ayodhya campaign - RACE.

Pakka’s campaign is centered on adorning Ayodhya with vibrant illustrations depicting the 'Swachhta hi Seva' motif. These eye-catching visuals will strategically be placed on hoardings, painted police booths, and bio-toilets, reinforcing the message of responsible waste management and environmental stewardship.

In a significant move, Pakka has collaborated with the Ram Mandir Trust to further improve the campaign's impact. Pakka’s flagship brand, CHUK, known for its compostable tableware, will exclusively distribute tableware before and after the Ayodhya Mandir inauguration event. This collaboration is a testament to Pakka's dedication to promoting and spreading the message of sustainability.

Pakka Ltd executive director Gautam Ghosh said, “The Ram Mandir consecration is undoubtedly one of the most momentous occasions in the history of the country. With this illustrative campaign, we aim to create awareness on the menace of single-use plastics that would benefit the community and city. The overarching goal of the campaign is not just solving end-to-end needs for disposables throughout the event but also cementing our position as the flag-bearers of sustainability originating from Ayodhya.”