Through its long-term partnership with India's biggest eco friendly outdoor music festival, ZIRO Festival, Signature Packaged Drinking Water is leading the way on a conscious way of living
Consumers today are increasingly prioritising mindful living, seeking out experiences and products that reflect a commitment to sustainability and ethical sourcing. In line with this shift, the ZIRO festival is making waves not just for its eclectic sounds but for its strong environmental ethos, held in the quiet and pristine Ziro Valley of Arunachal Pradesh. Helping the festival bring to life its vision of a greener, more conscious future is its long-time partner Signature Packaged Drinking Water, which has always stood for encouraging mindful, conscious living — and through Ziro, puts this philosophy into action.
This year’s Ziro Music Festival, held from September 26 to 29, incorporated sustainability initiatives into almost every aspect of the event. It was a completely single use plastic-free event, with eco-friendly accommodations, local Apatani craftsmanship featured prominently at the festival and Signature Packaged Drinking Water ensuring the availability of free water refill stations throughout the festival, actively encouraging attendees to use reusable water bottles and glasses made of rice husk and recycled paper, instead of single-use plastics. These small yet impactful gestures reinforced the idea that luxury experiences, like participating in a music festival, don’t have to come at the cost of sustainability.
Going beyond merely reducing plastic usage, Signature Packaged Drinking Water engaged their audience through curated experiences, including masterclasses on art, craftsmanship and sustainability. The masterclass series led by the multi disciplinary artist Santanu Hazarika and Ashay Bhave, the founder of the vegan sneaker brand ‘Thaely’, deep dived into art, craftsmanship and sustainability.
One of the most exciting initiatives this year was the introduction of plogging—an innovative blend of jogging and litter collection that encouraged festivalgoers to keep the valley clean. This community-driven effort not only kept the environment pristine but also engaged attendees in actively contributing to the festival’s eco-conscious mission. These initiatives inspired festival-goers to think about sustainability in broader terms — as a lifestyle that promotes thoughtful consumption and mindful living
Varun Koorichh, Vice President and Portfolio Head, Marketing at Diageo India