Food Waste Awareness in Indore & Pune

Food waste is one of the largest contributors to global climate change, with nearly one-third of all food produced going to waste. When discarded, food decomposes in landfills, releasing harmful methane emissions that accelerate the warming of our planet. Our research demonstrated that due to the moral connotations surrounding the issue, both audience groups often feel helpless in tackling food waste, believing their efforts are too small to make a difference.

Our strategy focused on developing an incremental narrative built upon three key pillars:

1. Make Hidden Waste Visible: Expose the unnoticed sources and amounts of food waste to create awareness and break complacency, encouraging more mindful behavior.

2. Highlight the Power of Small Actions: Show how small, consistent efforts can make a big impact, shifting perceptions from convenience to meaningful contribution.

3. Promote Achievable New Targets: Introduce practical, modern waste reduction methods with attainable goals to inspire openness and adoption of better practices.

This creative strategy takes a lighthearted, relatable approach to highlight how food waste occurs—both intentionally and unintentionally—at various stages. By using humorous, slice-of-life situations and language rooted in the audience’s daily context, it makes often-overlooked waste visible and understandable. It not only surfaces the problem but also offers simple, actionable solutions, and can be easily localized in multiple languages to deepen local resonance.