Mumbai: When it comes to waste segregation, most people have accepted its importance but not their own responsibility. Now, Hindustan Unilever Ltd (HUL), via a light-hearted yet powerful film, brings that responsibility to our doorsteps, literally.

The film titled 'The Bin Boy’ is made by Ogilvy Mumbai for HUL’s CSR initiative. It revolves around a unique protest by a young boy that garners a lot of attention. The premise and build-up of the narrative are disruptive enough to drive home the seriousness of the message. The video underscores the importance of segregating wet, dry and hazardous waste separately, every day.

"We needed to find a striking solution to make an unmissable point about the importance of waste segregation,” say Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha on the thought behind the creative. “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."

“The need for urgent action on the issue of waste segregation has never been greater,” says HUL chairman and managing director Sanjiv Mehta. “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.’’