India's plastic water tank producer Sintex has rolled out a campaign on World Rivers Day urging people to pledge to save rivers.
The campaign, titled #ReviveOurRivers, is conceptualised by DDB Mudra Group West. It begins with actress Anjali Patil clad in a blue saree (Indian attire), holding an earthen pot filled with black dirt which she goes around throwing on everyone. She becomes the talk of the town for her mysterious actions.
A security guard spots her and tries to stop her going towards the river and is surprised when she disappears into river. Her disappearance is followed by words appearing on screen - ‘Imagine if rivers could revolt’. The film further educates the audience about the millions of litres of sewage disposal in the rivers.
Rajiv Sabnis, executive director, DDB Mudra Group said: “There has been a clear need for a PPP (Public-Private Partnership) driven action plan for the cleaning of our Indian rivers for a long time. Sintex Industries wanted to contribute to this important movement, especially since they play an active role in waste management through their underground waste treatment solutions."
"The campaign was conceived as a pledge to keep our rivers clean through this active thinking. The campaign has awakened the conscience of Indian masses in a very short span of time with over 9.5 million views in two weeks."