KRC Recycle Event x Crewtangle

Category
Brand Identity, MICE
Category
Brand Identity, MICE
About the Initiative

The Navi Mumbai Plastic Recyclothon was a large-scale community recycling movement uniting citizens through collective environmental action.

Led by the Navi Mumbai Municipal Corporation and Project Mumbai, with Mindspace REIT as the Sustainability Partner, the initiative transformed plastic waste into purposeful, long-term community infrastructure.

What began as a micro-market activation evolved into a city-wide sustainability movement – proving that when reuse becomes collective action, cities change.

The Challenge

The objective was clear:

  • Drive plastic collection at a micro-market level
  • Build awareness around reuse, not just recycling
  • Encourage citizen participation through experiential engagement
  • Establish Mindspace as a proactive sustainability partner
  • Create a measurable, visible sustainability loop

The challenge lies in shifting recycling from instruction to participation.

Plastic had to be reimagined not as waste, but as a resource.

The Core Thought

Indians are masters of jugaad. We reuse, repurpose and make things last.

This time, we did it together.

Plastic is not a waste. It is a building block for community spaces. From individual action to collective habit. From discarded material to everyday utility.

The Solution

1. Gamified Recycling – Turning Waste into Winning Shots

At Mindspace Business Parks in Airoli, Crewtangle built a basketball-inspired recycling installation, transforming sustainability into a game.

Citizens were invited to “score” by throwing clean plastic waste into a custom basketball hoop structure. Because meaningful change always starts close to home.

The activation :

  • Made recycling interactive and visible
  • Encouraged emotional ownership
  • Created friendly competition
  • Used prizes and vouchers to amplify participation

The result? Participation became momentum.

2. Plastic Becomes Music

Waste became rhythm.

Through a performance by Dharavi Rocks, plastic drums were transformed into live music, turning sustainability into culture.

The message was no longer instructional. Instead, it became immersive, memorable and celebratory.

3. Utility That Lasts – Closing the Loop

The collected plastic wasn’t discarded.

It was recycled and converted into durable public benches – installed in schools and community spaces.

From a basketball shot to a school bench, plastic waste became long-term public infrastructure.

The Impact

Across Navi Mumbai:

  • 4+ tonnes of plastic collected
  • 150+ kgs driven by the gamified Mindspace activation alone
  • 2,00,000+ people reached across the city
  • 25+ media features generated
  • 3.8+ million total media reach

What started as a micro activation became a city-wide conversation.

Strategic Shift

The initiative successfully bridged civic responsibility with corporate leadership.

It demonstrated how:

  • Public bodies can mobilise communities
  • Private spaces can catalyse public impact
  • Sustainability becomes stronger when scaled through collaboration

This wasn’t just a recycling drive. It was a proof of concept for collective environmental action.

Results & Legacy
  • Increased citizen participation through gamification
  • Strengthened awareness around clean plastic segregation
  • Delivered measurable, visible sustainability outcomes
  • Reinforced Mindspace’s leadership in ESG and environmental stewardship
  • Closed the loop from waste collection to usable infrastructure

Because when people act together, purpose turns into progress.

Navi Mumbai Plastic Recyclothon

Mindspace REIT | Navi Mumbai Municipal Corporation | Project Mumbai