#StartALittleGood kickstarts at #MahimCreek Mumbai

Celebrity couple Ajay Devgn & Kajol join the plastic clean-up drive

plastic banega fantastic fantastic objects people collecting plastic

The recent launch of Hindustan Unilever Limited’s (HUL) Start a Little Good campaign has garnered a lot of love from supporters across the country. As the campaign’s first on-ground activity, the ‘Plastic Banega Fantastic’ plastic collection drive was unveiled at Mahim Creek, Mumbai on 19th January 2019. Plastic Banega Fantastic is a key part of this campaign, which perfectly captures the brand’s philosophy of starting a positive change while urging consumers to do their bit.

Mumbai’s Mahim Creek is known for being one of the most polluted areas. HUL activated local communities, partner NGOs, and employees to volunteer to clean the plastic waste from Mahim Creek.

This event saw support from leading actors Ajay and Kajol Devgan who are also ambassadors of change in India. Speaking about what inspired them to be a part of the campaign, Kajol said: “I’ve lived in this beautiful city most of my adult life and it breaks my heart to see the state of our beaches and streets; littered with plastic. I want my kids to remember this city the way I do. So, lending our support to the ‘Start A Little Good’ initiative by Hindustan Unilever was a no-brainer for Ajay and me.”

Actor Ajay Devgn said, “I am a strong believer in doing good today for the betterment of tomorrow. This campaign by Hindustan Unilever resonates with my own social ethos and I am honoured to be working with them. Given the lives we lead, it is so easy to overlook the amount of waste we generate.

What sets the ‘Start A Little Good’ campaign apart is that with small steps like waste segregation they are showing us the change we, as individuals, can make. It is truly great to see a brand like HUL put its force behind this cause and I am certain they will drive results.”

Speaking about the Company’s vision of managing the plastic waste management campaign, Sanjiv Mehta, Chairman & Managing Director, Hindustan Unilever Limited said, “Hindustan Unilever has always been dedicated to growing its business in a socially responsible manner. We are committed to ensure 100% of our plastic packaging is reusable, recyclable or compostable and 25% of our plastic packaging will come from post-consumer recycled sources by 2025. We have already commenced this journey. Last year, we collected and recovered over 20,000 tonnes of plastic.

Through this campaign, we are encouraging citizens to join the movement. Our endeavour is to encourage people to undertake the simple task of waste segregation. We have received overwhelming support from our partner NGOs and especially from our ambassadors, Ajay and Kajol. It is our responsibility to be the beacon of change and social consciousness. It is heartening to see the unwavering encouragement of our stakeholders.”

The collection drive will continue at Mumbai’s Versova and Chimbai beaches in the coming weeks. The ‘Plastic Banega Fantastic’ clean-up marks the beginning of a four-month activation in Mumbai, Bangalore and Delhi cities. HUL has partnered with Reliance Smart outlets in these cities where people can donate their plastic waste. At the end of this drive, HUL hopes to collect enough plastic waste to be recycled into daily utility objects that can be donated to those in need.

HUL’s campaign Start A Little Good has sparked conversation and curiosity, thus driving actionable change by citizens of India. Through this campaign, four important issues are in focus: water conservation, sustainable packaging and responsible management of plastic, water, sanitation & hygiene (WASH), and empowering livelihoods. These initiatives aim to raise awareness and educate citizens on pressing environmental issues the country is currently facing while urging them to make little changes in their daily lives that will make a sizeable impact.

You can read more about #StartALittleGood here: https://www.hul.co.in/about/start-a-little-good/

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