South Asia’s leading clean-tech brand, Recykal, has launched Mera Desh Meri Zimmedari (MDMZ), a powerful campaign urging citizens to take responsibility for cleanliness. The initiative blends emotion with action, aiming to create lasting behavioral change in waste disposal habits.
At the heart of the campaign is a moving brand video featuring Mannu, a young girl who witnesses her father, a waste picker, struggling with chronic pain from years of backbreaking labor. Determined to help, she starts collecting and disposing of waste herself, sending a strong message: The hands that clean our streets deserve a better life.
Recykal, a pioneer in sustainability, previously won the Digital India Award for transforming Kedarnath into a zero-waste pilgrimage site. Now, through MDMZ, the company introduces real-impact initiatives, including:
- An A2Z Handbook on waste segregation.
- A dedicated school period for hands-on waste management education.
- An interactive microsite for citizens to pledge their commitment to cleanliness.
The campaign has gained traction on social media, inspiring individuals to share their clean-up efforts and spread awareness. As MDMZ grows, it raises a crucial question: Will India embrace Mera Desh Meri Zimmedari as a way of life?
Watch the campaign video: https://youtu.be/k2sYjeeD1nA?feature=shared