Conceptualised by Ogilvy, the film features a young boy seated in a dust bin. He doesn't move after repeated requests by family members and those in the neighbourhood. The act garners the attention of the onlookers and also gets media coverage. Finally, the boy's grandmother is called to the spot to convince the boy to speak up. When asked, he tells his grandmother that even after several attempts to get his parents to separate wet and dry garbage, they wouldn't do it. He goes on to say that is this continues, his future will be trash too. The ashamed parents then start to segregate the wet and dry garbage, while the boy gets interviewed by the media.   

Sanjiv Mehta, chairman and managing director, Hindustan Unilever, said, “The need for urgent action on the issue of waste segregation has never been greater. At HUL, we recognise our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’  

Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India, said, “We needed to find a striking solution to make an unmissable point about the importance of waste segregation. While enough people have heard about the need to segregate, it is still a distant, global issue to most. To inspire action, we had to make the issue personal, and do so in an exciting, entertaining way. That’s where we believe this visual disruption of a boy in a bin will capture people’s mind-space. We are also very happy with the way our film director, Buddy, has brought alive the story in such a fun, engaging way leading up to what the boy has to say; which people realise is no laughing matter after all."  

Watch the film on Youtube.

---

(Courtesy: Campaign India)