To encourage Indian citizens to adopt improved waste management practices, Tata Trusts, through its Mission Garima programme, has launched a campaign called #TwoBinsLifeWins.
The campaign, devised by FCB Ulka, urges citizens to segregate waste at the source. Bringing to light the story of a child whose father has to segregate waste in sewers because citizens wouldn’t, it is a part of an on-going initiative of Mission Garima to promote safe, healthy and humane working conditions for conservancy workers in Mumbai.
Under Mission Garima, the Trusts have identified and procured technologies to make the process for waste management more mechanical, and reduce human intervention. Recently, they provided improved Personal Protective Equipment (PPE) to more than 150 conservancy workers in Mumbai, in collaboration with the Municipal Corporation of Greater Mumbai (MCGM).
#TwoBinsLifeWins also includes the distribution of more sets of PPE at a first-of-its-kind model chowki at L-ward, Kurla, jointly inaugurated by Tata Trusts and MCGM. Chowkis are facilities where cleanliness workers assemble to begin their day, and come back to change and rest. The model chowki in Kurla comprises office space, separate rooms for men and women staff with improved water and sanitation services, storage, and a functional open space. It will be equipped with amenities like a water purification system, microwave oven, a gym, among other recreational activities.
Divyang Waghela, Head of Tata Trusts Tata Water Mission, said: “Conservancy workers are the backbone of large metropolitan cities like Mumbai. They help in keeping our city clean, and in order. It is imperative that efforts are made to ensure their safety, and to protect their dignity.”
FCB Ulka National Creative Director, Keegan Pinto, added: “Inspired by true feelings, testimonials and insights, this film is very special to us. But, it is not more important than the cause.
“Nothing is more heinous, ridiculous, tragic, disgusting and a greater product of our trademark Indian collective convenience and ignorance than a man having to go down in the drain, and then dying too early leaving his children orphaned.
“We really wish the film makes a difference and we hope people start segregating their waste at home with the small act of two bins and abolish this practice altogether.”
Client: Tata Trust
Agency: FCB Ulka
Account Management Team: Kulvinder Ahluwalia, Ramiya Nambiar, Neha Gujrani, Shaoli Ghosh, Mrittika Gupta, Rohit Nair, Mayuresh Bassi
Planning Team: Saad Khan, Aashita Jain, Radhika Burman
Creative Team: Keegan Pinto, Donavan D’souza, Rajdatta Ranade, Giamaria Fernandes, Adamya Mod, Sanjana Dora, Shambhabi Raha, Wiless D’mello, Niraj Patil, Aabhaas Worah, Siddharth Ubale
Agency Producers: Alpa Jobalia, Stanley Christen
Production House: Basta Film
Director: Divyansh Ganjoo
Dop: Keyur Dekate
Producer: Mahima Sharma
About Tata Trusts
Since inception in 1892, Tata Trusts, India’s oldest philanthropic organisation, has played a pioneering role in bringing about an enduring difference in the lives of the communities it serves. Guided by the principles and the vision of proactive philanthropy of the Founder, Jamsetji Tata, the Trusts’ purpose is to catalyse development in the areas of health, nutrition, education, water, sanitation and hygiene, livelihood, digital transformation, migration and urban habitat, social justice and inclusion, environment and energy, skill development, sports, and arts and culture. The Trusts’ programmes, achieved through direct implementation, partnerships and grant making, are marked by innovations, relevant to the country. For more information, please visit http://tatatrusts.org/
About FCB Ulka
FCB Ulka Advertising is the flagship agency of the FCB India Network, one of the fastest growing networks in the country. The network is amongst the top 5 fully integrated marketing communications companies in India, with over 120 Indian and multinational clients and 700 professionals working across six offices in seven cities. The agency was established in 1961 and has been an epitome of brand building ever since. FCB India now upholds the brand philosophy of ‘Never Finished’ where ideas that are enduring and eternal make connections with consumers that not just change attitudes but also change behaviour. The Never Finished philosophy seeks an understanding of the deeper brand purpose through a new planning protocol – Brand Bedrock.