Hindware Italian Tiles' 'Broken Not Waste' campaign aims to raise awareness on possibilities of recycling

Hindware Italian Tiles, from the house of Hindware, recently launched its new campaign, ‘Broken Not Waste’.

Conceptualised and executed by Hindware Italian Tiles and Grapes, an integrated communications agency, the campaign aims to raise awareness about the wastage of tiles that occurs during construction and renovation projects.

It encourages consumers to adopt a sustainable approach by reusing or recycling broken tiles.

As part of the campaign, Hindware has partnered up with Delhi Street Art – DSA Foundation to create mosaics using waste tiles and view broken tiles as a valuable resource that can be repurposed and used creatively.

The campaign involves creating mosaics of 32 square feet at Harcourt Butler Senior Secondary School and Surjit Wasu Memorial School in New Delhi.

The mosaics were created by a team of artists, interior designers and architects who used their creativity and skills to transform waste tiles into works of art.

Sudhanshu Pokhriyal, Chief Executive Officer, Bath and Tiles, Hindware, said, "As the leader in the bathroom industry in India, we felt that we had a responsibility to address the issue of waste produced through renovation and construction. Our campaign ‘Broken Not Waste’ is another step towards raising awareness for usage of the wastage of tiles that occurs during construction and renovation projects and encourage people and industry leaders to adopt sustainable practices. With this campaign, we further strengthen our commitment to sustainability and our aim to reduce environmental impact through innovation and creativity.”

Charu Malhotra, Vice-President, Marketing, Hindware, said, “At Hindware, we are committed to sustainability and reducing our impact on the environment. Art has the power to create awareness and therefore we have partnered with Delhi Street Art – DSA to transform waste tiles into one-of-a-kind artwork. These murals will be symbol of our commitment to sustainable practices and encourage other to follow the same”

Shradha Agarwal, Co-Founder and CEO, Grapes, commented, “Our main purpose with the ‘Broken Not Waste’ initiative is to promote a sustainable mindset, with the tile and construction industry at the centre of it. So, the campaign communication focused on providing simple, practical solutions to combat the issue, while sensitising the audience about it. Moreover, the mosaic art installations give a physical presence to the idea and serve as a tangible representation of the impact garnered by the initiative.”

The campaign launch coincided with the National Tile Day on February 23, 2023. The brand is planning to take this step further and looks forward to scaling it up. Both mosaics created under the ‘Broken Not Waste’ campaign were unveiled in New Delhi, and more art pieces are expected to be created across the country.

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