This case study chronicles the efforts of the PR consultancy in sensitising the citizens of Raipur about the ill-effects of littering. As a unique effort, the PR team decided to celebrate trash (Kachra in Hindi) by creating a chain of events under the umbrella, Raipur Kachra Mahotsav (RKM), since the very thought of celebrating trash would evoke many emotions or at least, curiosity.
Our efforts led to the collection of 1,000 kg of paper, 2,000 kg of iron scrap, 410 kg of bottles and plastic waste, 55 kg of electric waste and 210 kg of plastic buckets which was subsequently re-used to create the magic at RKM. Our media outreach programme generated comprehensive coverage in print, digital and social media. The cumulative UVPM (Unique Visitor Per Month) for all of the news websites was 11,655.35 million. On February 25, 2018, Prime Minister Narendra Modi showered high praise on the Chhattisgarh administration for conducting the Raipur Kachra Mahotsav in his monthly radio-address to the nation – Mann ki baat (Words from the heart). The Varanasi Municipal Corporation, responsible for the upkeep of Mr Modi’s constituency, mirrored our efforts during French President Emmanuel Macron’s visit to Varanasi in March 2018.