MUMBAI: Swachch Bharat is a dream that can only be fulfilled through consistent messaging that runs through several touch points. Hence, Parle MTV Junkyard Project is using the very symbol of dumping ground to communicate the message of do not litter. Soon, the dump trucks across Mumbai and Delhi will be sporting a colourful graffiti look with a strong messaging of Dunk That Junk. How does this help? Littering is a bad habit that needs to be stopped through constant reminders. The colourful dump trucks will be a persistent reminder of the plethora of undesignated dumping grounds across cities. Besides strong communication on air and interactive push on social media, the graffiti dump trucks will be a bold and unexpected messaging to the city to stop littering and Dunk That Junk where it belongs viz. garbage bin.
MTV is on a mission to turn the dirty streets into art spaces, and it has partnered with Parle Products to drive this initiative across cities. Supporting the Swachh Bharat Abhiyaan, Parle MTV Junkyard Project recently launched a war cry across social media with a slogan of Dunk That Junk. A series of viral videos have flooded the social media featuring ace bollywood and TV celebrities dunking the junk through interesting challenges like dizzy dunk, trampoline jump dunk, blindfold dunk etc. Shahruhk Khan, Farhan Aktar, Varun Dhawan, Sonam Kapoor and many others have extended their support to this campaign – which has also received massive participation from digital natives through user generated videos and has garnered overwhelming 1 mn interactions. Giving the dump trucks a makeover is an extension of Dunk That Junk initiative. The regular dumper trucks will be sporting colourful graffiti that shouts out to Dunk That Junk in the dustbin. These colourfully branded Ghanta Gaadis were unveiled today in the capital with much fanfare by the esteemed member of Parliament, Meenakshi Lekhi who was joined by bollywood star Randeep Hooda.
Speaking about the colourful dump trucks, Member of Parliament Meenakshi Lekhi said, “India?s biggest strength are its young people and I truly believe they have the power to make change happen. Our honourable Prime Minister has also called upon our youth to contribute in the development of the country and I am glad to be a part of such events which are the right efforts in this direction. However, they need to be spoken to in a language they understand and I am delighted that youth brands like MTV are coming forward to deliver a serious message in a fun and interesting manner to mobilize young people to do something for their country. The Junkyard Project is a great way to get them involved in the process and help make a Swachh CP and a Swachh Bharat.”
Expressing his support for the initiative, Chairman New Delhi Municipal Corporation Naresh Kumar said, “There’s a lot being done today to raise awareness about the need to make our country clean and beautiful. Seeing our honourable Prime Minister Modiji’s vision of Swachcha Bharat coming alive in such a fun, interesting and clutter-breaking manner is definitely going to motivate a lot of young people across the country to do their bit towards making India a clean and healthy nation. And I’m delighted that we have made a beginning right here in our beautiful city of Delhi.”
Speaking about the initiative, Viacom18 EVP business head English and youth cluster Ferzad Palia said, “At MTV, we have always supported causes and issues that matter. As the ultimate word on the youth, we know how to reach out to, speak to and communicate with the young people to get them motivated about the issues that affect India. And, state of cleanliness is an issue that comes right on the top of that list. Our mission is to transform the dirty junkyards into beautiful art-spaces – the exact opposite of filth. The 300+ college outreach is going to widen the footprint of action on ground. Built on the cusp of Music and Art and supported by the ace Bollywood celebrities, Parle MTV The Junkyard Project is our attempt to drive higher conversations around do-not-litter; that are backed by solid action on-ground. So, don’t be a punk and Dunk That Junk right now.”
Parle Products GM Pravin Kulkarnii commented, “Being a brand consumed by all sections of the society, we at Parle have continuously strived to spread awareness among the citizens to contribute to the society’s wellbeing. Our Litter Free campaign stands testimony to our endeavour in extending our support towards creating a clean and healthy society. Associating with this project, we aim at taking forward our efforts and reaching out to and helping our young consumers practice the art of cleanliness.”
Joining in to support to initiative, bollywood star Randeep Hooda said, “Who knew cleaning up could be so much fun? MTV really knows how to make the most mundane of things seem exciting. Littering is bad, but anything that requires people to change their habits is not easy to communicate, especially when the people in question are young. Parle MTV The Junkyard Project is a fantastic project that’s interactive and fun, and not preachy. MTV is engaging its fan base in a unique manner and mobilizing them for a good social cause. Let’s take #DunkThatJunk challenges - they are simple, interactive and fun. No wonder the videos are trending on social media. I urge everyone, all you young people out there, to come and support MTV and Parle in its efforts to make India a shining example of how to keep our country clean. And, don’t be a punk, Dunk That Junk. ”
Parle MTV The Junkyard Project is an attempt to get the youth to take a stand on ‘cleanliness’ and also aims to action change on-ground through clean-up drives that are built on music and art. Taking their Litter Free campaign forward, Parle Products has partnered with MTV to create the largest youth clean up movement that will seamlessly integrate across screens including TV, web, mobile and on-ground to mobilize the youth of the country. This unique clean-up movement by MTV has also won critical acclaim and been awarded the Gold at the recently held Appies Asia Conference, as one of the most effective pro-social activity across Asia.
Making the cleaning-up fun and driving conversations, MTV has launched a war cry Dunk That Junk. Bollywood and television celebrities have joined the movement by gamifying the slogan and challenging each other to ‘Dunk That Junk’ through interesting challenges and nominating others to participate in order to drop garbage where it belongs – in the bin! The core of this initiative is to turn the dirty into beauty. Parle and MTV have tied up with 300 colleges across India and multiple graffiti and street art experts to convert chosen undesignated dumping grounds to beautiful graffiti art projects and utility areas.
As with everything, MTV has its own twist on making even the activity of cleaning up the city a lot of fun. MTV has launched Parle MTV The Junkyard Project under the umbrella of MTV Act, which is MTV’s pro-social platform that lives 365 days and strives to create awareness on various social causes.
