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Through a larger-than-life installation at Infiniti 2 Mall, Ezone attempts to build informed opinions and get people to spread the word about recycling e-waste.
Apart from being a time for nationwide celebrations, the festive season marks the onset of a shopping frenzy. From dream homes being booked to new cars being taken out for test drives, it's that time of the year when people are less conservative and willing to readily spend their money.
During Ganesh Chaturthi, considered to be the festival of new beginnings, most consumer electronic brands woo customers by offering outrageous discounts along with the promise of a better future with their new appliances. However, with every new purchase, there are old electronic goods that become useless and are speedily dispatched to the waste bins of 'kabadiwalas'. Most people do so without even considering the environmental implications of their actions.
The target group for this activation includes people across all demographics in Mumbai who are buying new electronics and looking for a way to discard old ones. As part of the activation, Ezone's staff will also be interacting with consumers and elaborating on this initiative to create awareness.
Commenting on the initiative, Ashish Phatak, executive creative director, DDB Mudra West, says, "In a developing country like ours, progress shouldn't come at the cost of our environment. So, our E-Ganesha is an excellent initiative to inculcate recycling electronics as a habit. And the festive season is the best possible time to raise awareness about the hazards of e-waste when people are buying new electronics and junking old ones."
Mandheer Singh, chief marketing officer at Ezone, adds, "Today, we live in a world brimming with ever-changing technology. We also have a lot of hi-tech recycling organisations in our cities, doing a very good job of managing e-waste which is why, this Ganesh Chaturthi, we have joined hands with our customers to minimise the perils of e-waste and highlight the importance of recycling; all this, while making new beginnings with an electronics purchase from Ezone."