Recykal launches awareness video for behavioural change

Recykal has been a pioneer in behavioural change and sustainability, earning the Digital India Award from the President of India, for transforming Kedarnath into a zero-waste pilgrimage site.

This time, Recykal has launched Mera Desh Meri Zimmedari (MDMZ), an initiative that urges citizens to take personal responsibility for cleanliness.

At the heart of the campaign is a heart-warming brand video that tells the story of Mannu, a young girl who watches her father, a waste picker who struggles with chronic pain from years of backbreaking labour.

Determined to help, she begins collecting and disposing of waste herself, demonstrating that responsibility starts with individual action. The brand video closes with a powerful message: The hands that clean our streets deserve a better life.

Beyond the emotional storytelling, MDMZ is structured to create real impact. The campaign includes an educational A2Z Handbook on waste segregation, a dedicated school period for hands-on learning, and an interactive microsite where people can pledge their commitment to cleanliness. Recykal has positioned it not just as an awareness drive, but as a movement for lasting behavioral change.

Chetan Baregar, Director of marketing at Recykal said, “ Responsibility doesn’t belong to just one section of society. If a little girl can take ownership of
her surroundings, why can’t we? MDMZ is a mindset shift. And every conscious step we take is to inspire a behavioural change from within and for the society at large.”

School workshops have already started, with students engaging in waste segregation exercises and real-life clean-up activities. Teachers believe it is reshaping how children view cleanliness.

Sourya Bhattacharjee, AGM brand, marketing believes “ The genuineness of the message is gut-wrenching! The creative aesthetics strike the right chord!
Hats off to Alok, and the entire marketing team for cracking such a nice idea. Kudos to Pranav and team, for writing such a heartwarming story and song. Behavioural change is not an overnight magic, and we have miles to go.”

The writer and director of the film Pranav Harihar Sharma adds, “ First of all you rarely get a chance to make an ad where you are not selling anything but trying to bring in a change. Fortunately, I got one. So the whole effort was to depict the life of a rag picker as real as I can and make people feel that a small action of throwing a bottle on the road, has such a huge repercussions. Its like that butterfly effect where flapping its wings can bring a tsunami. When I got the brief and idea from Chetan, Soura and Alokesh, I found it very relevant. the challenge was how to communicate it in a most simplistic yet hard hitting manner, which is achieved by the story of innocent girl – ujiyari.