On a small stage set up in the middle of a parking lot in Connaught Place here, Randeep and New Delhi MP Meenakshi Lekhi gave a shout out to the youth present at the venue along with the crowd shopping in the heart of the city, that the initiative is simple, interactive and fun.
Parle MTV Junkyard Project is using the symbol of dumping ground to communicate the message of do not litter. Soon, the dump trucks across the national capital and Mumbai will be sporting a colorful graffiti look with the message of 'Dunk That Junk'.
"This year we were thinking of a way to take the idea of cleaning the country forward, which would involve the youth. Fortunately MTV also was on the same page and they came to us with this idea which was perfect to us. MTV is the face of the youth and we want to approach the youth as they are the future of our country. We will be going to 150 colleges in 10-15 cities," Parle's general manager, marketing, Pravin Kulkarnii told IANS.
"It is a novel concept. It is not done very regularly. If you want to initiate a new habit, you have to do something creatively," he added.
Stressing that littering is bad but anything that requires people to change their habits is not easy to communicate, Randeep says that it is a tad bit more difficult when the people in question are young.
"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 thatÂ's interactive and fun, and not preachy," he said.
"MTV is engaging its fan base in a unique manner and mobilizing them for a good social cause. LetÂ'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 itÂ's efforts to make India a shining example of how to keep our country clean. And, donÂ't be a punk, Dunk That Junk," he added.
To take the campaign forward, colourful dumping trucks were unveiled at the venue as well.
Lekhi said youth has the power to make a change.
"India's biggest strength are its young people and I truly believe they have the power to make change happen. Our 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," she said.
Supporting the Swachh Bharat Abhiyaan, Parle MTV Junkyard Project launched the initiative across social media with a slogan of Dunk That Junk.
Videos featuring ace celebrities dunking the junk through interesting challenges like dizzy dunk, trampoline jump dunk, blindfold dunk can be seen on social media, including the likes of superstar Shah Rukh Khan, as well as Farhan Aktar, Varun Dhawan, and Sonam Kapoor who extended their support to the campaign.
