Ogilvy & HUL come together for ‘Start A Little Good’ initiative at Kumbh
Campaign involves boatmen in an effort to keep the Sangam clean
Published - 14-February-2019
Hindustan Unilever Limited has joined hands with Kumbh authorities for its new campaign Start A Little Good – “Swachhta ki Sawari”.
Empowering the boatmen community of the region, the initiative aims at keeping the Sangam clean this year.
Hindustan Unilever has partnered with Ogilvy to conceptualise a simple and innovative solution ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly.
The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West) said simplicity is the most difficult thing to achieve. “This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”
Executive Director, Homecare, HUL, Priya Nair, said ‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackle growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and create awareness amongst consumers.”
On visiting the Kumbh Mela, Harshvardhan Bajpai, MLA, Prayagraj North said, “To me, Swachhata Ki Sawari nets are the result of out-of-the box thinking; a very simple idea to a very practical problem. Deceptively basic, it’s a great example of building a sense of responsibility within the Nishad (boatmen) community and pilgrims who visit Kumbh Mela. And it’s almost poetic how the boats that ferry pilgrims to cleanse their soul in the Triveni Sangam also subconsciously help them in keeping it clean.”