Vizeum in partnership with MTV has launched "The Junkyard Project" with the objective of stirring an important awakening in the minds of citizens across, especially the youth.
MTV is a great believer in the power of youth. Apart from being at the forefront of every pop-culture trend, MTV has always led several social movements celebrate youth power.
Commenting on MTV's The Junkyard Project, Sumeli Chatterjee, Head - Marketing, Media & Insights, Youth Entertainment, Viacom18 Media Pvt. Ltd., "MTV started with a basic question how can we make conversations around do-not-litter cool and interactive. #DunkThatJunk is gamification of the concept that junk should be dunked inside the dustbin. The simplicity of the concept coupled with interactive presentation is the key reason why these videos spread like wild-fire. And, also drew heavy participation by Bollywood and TV celebrities. It is just a game, but with a serious message in it. We have driven 1.5 Mn + interactions in a fortnight of launching this campaign on social media. And, this is just the beginning."
Samarjit Rajkumar, Executive VP, Vizeum India, comments "True to its spirit of being in the forefront of trend-setting, it has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative leveraging MTV's partner celebs attracting as many as 6000 user-generated videos in the first 2 weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates."
The initiative has been done in association with Parle.
The initiative has already become a trend across the online platform with several big names such as Varun Dhawan, Kriti Sanon, Tapsee Pannu, Nushrat Bharucha, Salman Yusuf and Nikhil Chinappa, participating in it. They have challenged each other to 'Dunk That Junk' through interesting challenges like dizzy dunk, blindfold dunk, sing-a-song dunk, dialogue dunk, jump and dunk etc. and nominating others to participate in order to drop garbage where it belongs - in the bin!
It 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.
The core of this initiative is to turn the dirty into beauty.
Parle and MTV have tied up with multiple graffiti and street art experts to convert chosen undesignated dumping grounds to beautiful graffiti art projects and utility areas.
The brands are reaching out to the youth via music, social and on-ground mediums.