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Tag: Swacch Bharat Mission

  • ACC launches ‘Leave Behind No Waste’ campaign with BCCI for Ind-NZ series

    ACC launches ‘Leave Behind No Waste’ campaign with BCCI for Ind-NZ series

    Mumbai: ACC Ltd has partnered with the Board of Control for Cricket in India (BCCI) to take on the onus of collecting and managing waste, during the first India vs New Zealand test series match which was held on 25 November at Kanpur’s Green Park Stadium.

    ACC has encapsulated the entire idea led by a digital film titled ‘Leave behind No Waste’ depicting the brand teaming up with its waste management arm – Geocycle to collect and co-process all the plastic waste which is left behind in the cricket stadium. The voice in the film has been lent by the renowned veteran actor and voice-over artist – Piyush Mishra.

    In the film, the cricket term of getting ‘Out’ is used in juxtaposition with the plastic waste that does not get ‘Out’ easily from the environment. The brand then takes charge to throw out the single-use plastic from the stadium to be re-purposed and safely managed in its cement kiln.

    Through the co-processing technology, ACC provides a ‘Zero Landfill’ solution that doesn’t create any additional emissions and in addition avoids soil contamination, water, and air pollution coming from landfill sites, recovery of energy and minerals from the waste materials, said the company in a statement.

    The match is expected to create approximately two tonnes of single-use plastic waste. Enabling a circular economy model, the collected waste will be co-processed to generate fuel through Geocycle’s safe waste management solutions, it further said.

    “Cricketing events create massive amounts of waste and have a large carbon footprint. Through this film, we want to give out a message about how we can make sports more sustainable,” stated ACC Ltd MD and CEO  Sridhar Balakrishnan. “Aligned to our net zero vision, we will continue our efforts to provide safe waste management solutions to industries and municipalities while meeting the highest standards of health, safety, and sustainability.”

  • Toilet, floor cleaner brands piggyback on the Swacch Bharat Mission

    Toilet, floor cleaner brands piggyback on the Swacch Bharat Mission

    MUMBAI: Ever since the government launched its ‘Swacch Bharat Mission’, brands have left no stone unturned to make hay while the sun shines.

    As per a recent TAM Adex report, the toilet and floor cleaners’ brands have made an incredible spike of 244 per cent in their ad volumes on TV from 2014 to 2018.

     

    Commenting on the trend, TRA Research CEO N Chandramouli says, “This increase in TAM Adex is a direct reflection of the toilet and floor cleaning brands' smart piggybacking on Swachh Bharat campaign. Incidentally, it has also been used significantly by disinfectant liquid soap brands.”

    However, he cautions such brands to tread carefully with their campaigns, “Brands wait eagerly for such initiatives which will give them a wave to ride on. However, if a brand uses such waves too blatantly, it can also backfire on them as it can seem pushy thereby reducing the buying propensity, the important mix of brand trust and brand desire, of the brand.”

    Bijoor Consults Inc founder and brand guru Harish Bijoor notes, “Swacch Bharat has actually upped the sensitivity to toilets, hygiene, toilet cleaning and more. If you look at the government sector buying more products in this segment as well, you will see a blip!”

    Brand-nomics managing director Viren Razdan believes that the huge multi-level activation campaign of Swacch Bharat Mission has got the new-age Indian and his civic sense and national pride a never-before significance. He says, “It has also sparked off the renewed idea of hygiene which has been used fairly well by these categories. So, while in the past these brands did make their presence felt – it’s just that the new environment has created a fairly receptive mindset and brands are muscling their way  for this new-found attention.”

    He continues, “While earlier brands created their own space to a narrow focussed TG – suddenly the idea has been magnified in scale and width reaching a social issue, the category would obviously respond to the heat.”

    Not just that, toilet soaps, toothpaste, shampoos, and washing powder/liquids also saw a huge spike in their ad volumes on TV, all of them increasing by more than 100 per cent. In fact, the report also showed that in the top 10 sectors to advertise on TV, personal healthcare improved its position by two spots; it was ranked sixth in 2014 and fourth in 2018.

  • Julka asks M&E Industry to contribute to ‘Swacch Bharat Mission’

    Julka asks M&E Industry to contribute to ‘Swacch Bharat Mission’

    NEW DELHI: The Government has asked the media and entertainment industry to contribute towards creating awareness and showing effective action in the ‘Swacch Bharat Mission’.

     

    Information and Broadcasting Ministry Secretary Bimal Julka said that the Media and Entertainment industry could help in reaching out to people with the right content and effective messaging which would ensure community participation in the ‘Swacch Bharat Mission’.

     

    He added “the M&E Industry has an important role to play in order to make Swacch Bharat a mass movement.  It is essential for all stakeholders to be partners in the drive towards this initiative.”

     

    Julka held a meeting with the stakeholders of the M&E Industry on the Mission here. The stakeholders of the Industry included representatives of News Broadcasters Association (NBA), Indian Broadcasting Foundation (IBF), representatives of FM radio, community radio, Digital Media, Entertainment channels and National Broadcasters including the Public Broadcaster Prasar Bharati.

     

    Quoting the example of Digitisation of Cable TV, where all stakeholders have themselves taken initiatives towards creating awareness, Julka suggested that the Entertainment Industry should bring leading stars together to communicate messages through TV on Swacch Bharat to households.

     

    For the FM radio industry and community radio stations, Julka appealed to create region specific and event specific programmes on the Swacch Bharat Mission.

     

    He has also appealed to the Digital Media Industry to play Swacch Bharat messages across various theatre screens in the country, to make people aware about the initiative.

     

    Representatives of the industry extended their support to carry forward the initiative and shared their views and suggestions in order to create an effective multi-media campaign which would translate ‘information into action’ towards fulfilling the Prime Minister’s vision on “Swacchchhata”.