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Hindustan Times launches an initiative to curb plastic use.

Hindustan Times, in collaboration with adidas and M3M, has launched an initiative – #ReduceTheUse. On October 23, 2019, the newspaper released two full page ads on the last couple of pages of the Hindustan Times Delhi edition highlighting how readers could participate in reducing the use of plastic and encourage recycling.

The advertisement harps on how adidas has used technology to convert plastic bottles into high performance sportswear. The ad ends with instructions on how to convert the newspaper into a paper bag. That’s not all, if you’d walk into an adidas store with the recycled paper bag, you could bag some huge discounts on sports products.

Readers were also urged to take a picture of the paper bag and upload it on social media with the hashtag #ReduceTheUse. The post would be registered by the newspaper as a pledge to reduce plastic waste.

The campaign has created a buzz on Twitter. Here are some of the best reactions: