Hey brand manager, does this worry you?

Guess what we discovered: a recently initiated social media campaign titled #isthisyours, essentially an anti-plastic pollution movement led by global environmental NGOs like Green Peace.

The campaign urges netizens to click pictures of discarded plastic in the environment and post them on social media tagging the brands they belong to. While improper disposal of 'branded plastic' on the part of consumers is the primary reason for this problem, this campaign clearly holds the brands in question equally responsible. Brand managers have good reason to worry, we reckon.

Although the campaign doesn't seem to have garnered much attention in India, it is creating some buzz abroad. We won't be surprised if this movement picks up here, given the strained relationship brands and plastic have balanced in the recent past.

A plastic ban in Maharashtra was enforced in June last year sending many brands to a tizzy. The ban prohibited the use of items like plastic carry bags, plastic/thermocol disposable cutlery, and straws, among a variety of other items that brands use to package and deliver their wares. Product groups that were most affected were e-commerce (especially those in the home delivery space) and F&B related. The ban was later relaxed.

Here's a look at how people responded to #isthisyours on social media:

ALSO READ: How is the Plastic Ban affecting businesses?

big businesses too have taken in plastic as an indispensable part of their inventory.