Ogilvy and HUL partner to help people ‘Start A Little Good’ at Kumbh

14 Feb,2019

By A Correspondent


Empowering the boatmen community of the region, HUL has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering ends up polluting the river. To address this challenge, Hindustan Unilever 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.


Explaining the idea, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), said on this project: “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.”


Added Priya Nair, Executive Director, Homecare, HUL:  “‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling 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”.



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