From Beats To Green Initiatives:Ashish Jha Envisions A Greener Future For Indian Music Festivals

Ashish Jha, the visionary Brand Manager at BACARDÍ and BREEZER India, a driving force behind the transformative shift towards sustainability within India's vibrant music festival culture.

With an unwavering commitment to blending the rhythm of music with the harmony of nature, Ashish is spearheading initiatives that are not only redefining the festival experience but also paving the way for a greener, more eco-conscious celebration.

In an exclusive chat with loudest.in,he talks about Sustainability Initiatives for BACARDÍ NH7 Weekender.

Here are edited excerpts:

Q1.How has the growing awareness of environmental issues influenced BACARDÍ's approach to sustainability within the context of music festivals, and what specific initiatives has the brand implemented to reduce its environmental footprint?

Given the growing popularity of concerts and music festivals around India over the last decade and the record number of attendees we have seen for them, sustainability has become an essential aspect to keep in mind for the music festival scene in the country today. In the last five years, we have seen a global trend towards reducing the environmental impact of music festivals. From independent concerts to iconic global festivals, organizers, artists, and fans everywhere are all coming together to prioritize going green.

The BACARDÍ NH7 Weekender is one of India’s most popular festivals, and has been a trailblazer on the festival scene in the country. We are committed to making the festival the best it can be for our fans and the planet alike, and as such we have been leading by example in the sustainability space as well. Some of the initiatives we have undertaken to ensure this are:

• All food and beverages at the festival are served in bio-based plates, cups, and cutlery which are fully compostable.
• All waste generated at the festival is disposed of responsibly through either composting For our 2022 edition, we composted or recycled over 86% (4,189kgs) of the 4,863kgs of waste that was generated, with only 14% being turned over to municipal waste disposal.
• We offer free water stations with compostable cups available throughout the festival to discourage the use of plastic water bottles

Our commitment to sustainability is ongoing and constantly evolving, and so we will continuously enhance and improve our practices to maintain the highest standards of environmental awareness and responsibility. At BACARDÍ NH7 Weekender, we are showcasing the spirit of responsible celebration and we aim to inspire not only festival-goers but also the wider community to adopt more environmentally conscious practices.

Q2.As a brand manager, how do you balance the goal of promoting sustainability with the need to create memorable and engaging experiences for festival-goers? Can you share examples of successful strategies that have effectively combined both objectives?

This goes hand-in-hand, as some of our sustainability aspects are what make things more memorable. For example, the iconic Bacardi mugs are collectors items as well as reusable. For us the balance is easy to strike as our concert goers care about sustainability so accomplishing a festival responsibly automatically connects better with our audience

At BACARDÍ, we believe that we can create memorable experiences that are also sustainable, by bringing the two together in creative and unique ways. This overlap can occur in both small and large aspects, and is where some of the most effective sustainability initiatives come from. 

A prominent example is seen in the legacy of Weekender itself, through the iconic BACARDÍ Weekender metal mug in which all cocktails are served. These reusable mugs have become collector’s items and are integral to making the Weekender experience memorable. Following on the success of this initiative, we further introduced cups made of compostable rice husk at all BACARDÍ experiences. Not only are these glasses more sustainable, but also discourages the traditional practice of burning leftover waste husk. Thus, these initiatives have accomplished a key sustainability goal for us in a way that resonates with our audience as well.

We are also inspired by innovations coming from other sources on a larger scale. For instance, on Coldplay’s most recent world tour, the band employed a kinetic dance floor that uses human movement to create electricity. We are looking forward to this technology being feasible to implement at Indian festivals as well in the future. We will also be further testing out a new series of glasses made from bamboo shoots, adding more green options to our repertoire. These innovations not only help festivals and concerts be more sustainable, but also engage the audience to be a part of the experience.

Q3. BACARDÍ and BREEZER have been actively involved in various music festivals. Can you highlight a specific sustainability initiative or partnership that you are particularly proud of, and what positive impact has it had on both the festivals and the brand's image?

One of our most impactful partnerships has been with our partner KM Enterprises bio based rice husk (reusable and recyclable) who manufacture the compostable glasses made of rice husk and bamboo straws that have been used at multiple chapters of NH7 Weekender, as well as other events under the aegis of BACARDÍ Experiences. Through this partnership, we have completely eliminated the use of single use plastic cups, straws and plates at our events, creating a tremendous green impact over the years. This is a partnership we are proud of continuing into our next chapter as well.

Q4.How do you see the role of BACARDÍ and BREEZER in influencing and shaping the broader movement towards sustainability within India's music festival culture? What long-term goals or aspirations does the brand have in this regard?

BACARDÍ NH7 Weekender has long established itself as a mainstay in the music festival scene of India, becoming one of the most popular musical events in the country. As such, we certainly view ourselves as leaders in terms of shaping India’s festival culture, and charting a path for other festivals to follow. Alongside our impactful steps towards sustainability, we were the first festival to ensure complete accessibility for differently abled attendees at the festival, as well as incorporate special provisions to ensure an inclusive and safe space for members of the LGBTQIA+ community. These initiatives are already being adopted by other festivals in India, and this goes to show the impact that BACARDÍ NH7 Weekender has in the scene.

In the long term, we aim to continue improving and furthering our commitments to sustainability, accessibility, and inclusivity, and set an example for other festivals to follow - ultimately making the music festival scene and culture in India a more conscious, welcoming, and positive space.

Q5.Given the evolving preferences of today's consumers towards eco-friendly practices, how does BACARDÍ and BREEZER approach educating and engaging festival-goers on the importance of sustainability? Additionally, what steps does the brand take to ensure that these initiatives resonate with its target audience?

As global awareness around sustainability is growing, attendees of all ages are becoming more conscious of the importance and impact of environmental conservation. At BACARDÍ NH7 Weekender we make sure that we amplify it among our audiences by ensuring that all of our sustainability initiatives and available facilities are communicated to attendees through our online channels and at the on-ground venue for easy understanding. We further provide additional resources on each initiative on our official website.