Waste management is a perennial concern in urban neighbourhoods, one that Tata Trusts through its initiative Mission Garima seeks to address. Through the rollout of its campaign TwoBinsLifeWins, the brand will now enlist citizens to adopt improved waste management practices. The campaign brings to light the story of a child whose father has to segregate waste in sewers because citizens didn’t care enough to make that effort.
The campaign urges citizens to segregate waste at the source, and to make the lives of the conservancy workers better and more dignified. Part of an on-going initiative of Tata Trusts, Mission Garima strives to promote safe and humane working conditions for conservancy workers in Mumbai. Tata Trusts has also provided improved Personal Protective Equipment to over 150 conservancy workers in the city, in collaboration with the Municipal Corporation of Greater Mumbai.
Speaking about the initiative, Divyang Waghela, Head – Tata Water Mission, Tata Trusts, said, “Conservancy workers are the backbone of large metropolitan cities like Mumbai. They help in keeping our city clean, and in order. Tata Trusts launched Mission Garima to bring about a significant positive impact in the work environment of conservancy workers. With #TwoBinsLifeWins, we hope to prod the conscience of the nation and encourage citizens to segregate waste at their respective homes, so conservancy workers can live a life of dignity and respect.”
The campaign has been developed by FCB Ulka. Speaking of the insight behind the campaign and its story-telling strategy, Keegan Pinto, National Creative Director, FCB Ulka said, “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.”