CMA

As part of Swachhata hi Seva, the Cement Manufacturers’ Association undertook an on ground activity in 4-5 cities of India in a run up to Dusshera. This activity was undertaken in partnership with and under the aegis of the Ministry of Housing and Urban Affairs, Government of India. CMA created Ravana structures made of plastic waste. The intent was to personify Ravana in its plastic form as a demon that is bad for our environment. Plastic waste in any form is an evil that destroys our land sites, oceans and effects our flora and fauna. The campaign was undertaken in five cities viz, New Delhi, Noida, Raipur, Lucknow and Ahmedabad across India, at Ramleela Grounds. This activity created immense organic buzz against the use of single use plastics in India and role of Cement Industry. Ravana masterpieces of 20-30 feet height were created in Ramleela Grounds in all the five cities, which were made of plastic waste collected from all over the country. At a strategic time just before the actual Ravana dahan, the plastic Ravana structure was disposed of into a box made in form of a cement kiln. This was a depiction of the end of evil plastic and its disposal by the Cement Industry as the National Scavenger.