Music channel MTV, along with Parle, has launched the 'The Junkyard Project', which aims to tackle the problem of littering, a common practice in India. The project will use the 'dumping ground' to communicate the anti-littering message.
MTV claims that the videos have so far garnered over 1.5 million interactions. Vizeum is the agency behind #DunkThatJunk campaign.
Speaking about the initiative, Samarjit Rajkumar, executive vice-president, Vizeum India, comments, "It has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative leveraging MTV's partner celebs to attract 6,000 user-generated videos in the first two weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates."
Giving the dump trucks a makeover is an extension of the Dunk That Junk initiative. The regular dumper trucks will sport colourful graffiti which scream Dunk That Junk in the dustbin. These colourfully-branded 'Ghanta Gaadis' were unveiled in the capital by Member of Parliament Meenakshi Lekhi, who was joined by Bollywood star Randeep Hooda.
The 300-college outreach aims to widen the footprint of action on ground.
Talking about the drive, Pravin Kulkarni, general manager, Parle Products, says, "Our litter-free campaign stands testimony to our endeavour in extending our support towards creating a clean and healthy society. Our aim in associating with this project is to take forward our efforts and reach out to and help our young consumers practise the art of cleanliness."
Supported by music, art and Bollywood celebrities, the project intends to transform the dirty junkyards into beautiful art-spaces.