In an effort to reshape e-waste disposal behaviour among young Indians, Godrej Enterprises Group has unveiled a nationwide awareness campaign built around arresting visual storytelling. The programme highlights an overlooked reality: unsafe disposal of electronics contaminates the food chain.
By reaching students through workshops, installations and digital videos, the brand hopes to make the issue relatable. The centrepiece of the campaign features food items reconstructed with toxic e-waste to show how irresponsibly discarded gadgets—from toys to appliances—can find their way back into our bodies.
Godrej says responsible disposal must begin early as e-waste generation in India continues to surge, with 1.3 million metric tonnes produced in FY24–25 alone.
