In a groundbreaking fusion of sports, sustainability, and social impact, Coca-Cola India has earned a coveted spot in the Limca Book of Records for its innovative recycling campaign during the 2023 ICC Men’s Cricket World Cup.
At every match featuring Team India, Coca-Cola made a powerful visual statement — unveiling a giant Indian flag made entirely from around 11,000 post-consumer recycled PET plastic bottles. The record-breaking initiative, part of Coca-Cola’s broader mission to promote environmental responsibility, has now been officially recognized as a national record, according to Media Brief.
“It’s about reimagining possibilities — turning waste into pride,” said a Coca-Cola spokesperson.
The impressive tricolor flag was more than just a symbol of national pride; it was a beacon of sustainability. Alongside the display, over 1,000 volunteers wore recycled PET safety vests and engaged spectators in educational outreach on plastic recycling and environmental conservation.
The campaign aimed to raise awareness about circular economy practices, encouraging fans to reflect on their own consumption habits while rallying behind their favorite cricket team.
With the ICC Cricket World Cup drawing millions of viewers and stadium-goers, Coca-Cola used its platform to deliver a message far bigger than branding — one rooted in climate action, community engagement, and corporate responsibility.
The record, now featured in the 2024 edition of the Limca Book of Records, stands as a reminder that impactful change often starts with small, meaningful actions — like recycling a bottle or raising a flag made from many.
As India continues to push for sustainable development, Coca-Cola’s campaign has set a new benchmark in how brands can creatively integrate environmental goals into major public events.
