Usha’s new campaign says free India from single-use plastic

The new TVC focuses on environmental challenges posed by single-use plastic and the use of sustainable alternate solutions

e4m by exchange4media Staff
Updated: Sep 27, 2019 5:22 PM
Usha International

Usha International has launched a new campaign for its water solutions that champions the cause of discontinuing single-use plastic. Plastic pollution is invading every part of the planet from mountains to the deep seas, and becoming one of the biggest environmental challenges the world over.

 25,000 tonnes of plastic is generated in India every single day.  Eighty per cent of this is not recycled, and at least 40 per cent remains uncollected, polluting waterways, choking drainage and river systems, littering the marine ecosystem causing unmitigated harm to it.

Just to put that into perspective – one tonne of plastic means about 36000 half litre bottles. So imagine how much plastic waste we create – almost a mini mountain a day. In fact, the issue features high on Prime Minister Narendra Modi’s priorities, and he has urged the citizens to discontinue ‘single use plastics’.  

 Sandeep Tewari, President Marketing, Usha International, says, “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film we want to create awareness about the impact that single use plastic bottles, we want people to be sensitized about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting off plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”

Raj Kaushal, the producer of the film, adds, “I believe in the saying that – we do not inherit the earth from our ancestors, we borrow it from our children. This film is for my son Vir; hope we can make India free from single use plastic.”

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