15 Dec 2017
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Swachh Bharat campaign à la MTV style

MUMBAI: Youth entertainment and music channel MTV India has initiated a Swachh Bharat campaign in its own style with ‘MTV The Junkyard Project’.

The channel has also roped in Bollywood actor Sushant Singh Rajput to pledge his support to the initiative by sweeping Mumbai streets along with student volunteers.

Rajput picked up the broom to launch the campaign by sweeping a street as two bands played to cheer him. The event was hosted in association with JJ School of Arts, and kick-started the 15-city rollout of The Junkyard Project.

MTV India EVP and business head Aditya Swamy said, “Warm is the new cool, young people care about the world they live in and believe that they can be powerful change agents. We at MTV have always created platforms for the youth to act and make a difference. This is a key part of what we do and we leverage all the assets of MTV to create a fun and impactful movement.”

Clean-up drives will see involvement of musicians, college bands, and stand-up comics, making the clean-up drive a fun-filled day.

The project will be integrating this campaign across all the screens including television, mobile, web with an on-ground outreach across 300 colleges and 15-city clean-up drive.

In addition, MTV is collaborating with musicians to create a quirky music video with a strong messaging of Swachh Bharat. While music gets youth grooving, humour urges them to spread the message. In line with that, MTV is partnering with leading humorists across the country to create compelling yet funny videos that deliver the message loud and clear.

The 15-city clean-up drive will identify unofficial junkyards and convert them into art projects. The core idea is to create spaces that reflect the talent of the youth.

Aiming to bring about change and mobilise the youth to take a stand, last year MTV had initiated a multimedia outreach campaign Rock The Vote.

Rajput said, “For a young nation like India, real change can be brought out only if the young people decide to do something about it. MTV The Junkyard Project is a unique initiative because it successfully marries the power of the youth along with solutions that are long term and enables them to have fun while executing the whole idea.”

MTV has launched MTV The Junkyard Project under the umbrella of MTV ACT, which is MTV’s pro-social initiative that lives 365 days and strives to create awareness on various social causes.

Other Bollywood celebrities such as Arjun Rampal, Jacqaline Fernandes and Dhanush have leant their support to MTV The Junkyard Project. The initiative is being promoted across MTV’s on-air and online properties and through MTV’s college network programme MTV Campus Diaries.