MUMBAI, INDIA – When it comes to waste segregation, most people have accepted its importance but not their own responsibility. Now, via a light-hearted yet powerful film, that responsibility has been brought to our doorsteps, literally. The film ‘The Bin Boy’ is made by Ogilvy Mumbai for Hindustan Unilever Limited’s CSR initiative. The premise and build-up are disruptive and fun-filled to drive home the seriousness of the boy’s message.
It revolves around a unique protest by a young boy that garners a lot of attention. It highlights the importance of segregating wet, dry and hazardous waste separately, every day.
Kainaz Karmakar & Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India: “We needed to find a striking solution to make an unmissable point about 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.”
Sanjiv Mehta, Chairman and Managing Director, Hindustan Unilever Ltd.: “The need for urgent action on the issue of waste segregation has never been greater. At HUL, we recognize 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.’’
CREDITS
Agency: Ogilvy, Mumbai
Client Partner: Unilever India
CCOs Ogilvy India: Harshad Rajadhyaksha & Kainaz Karmakar
Senior CD: Ashok Karkala & Vinay Pawaskar
Copy Supervisor: Vanessa Dcunha
Senior Art Director: Saurabh Pawar
Vice Chairperson & Chief Client Officer: Hephzibah Pathak
Chief Strategy Officer: Prem Narayan
Vice President, Planning: Divya Agarwal
Planning Director: Meghna Sethy
Executive Vice President: Nikhil Mohan
Client Services Director: Chandni Butta
Group Account Managers: Savni Kenkre & Aouj Naqvi
