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Varun & Alia become Romeo & Juliet to teach you cleanliness

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MUMBAI: Did you ever think that the epic Romeo and Juliet could make a case of ‘keep your city clean’ initiative? That’s just that Adar Poonawalla’s Clean City advertisement has attempted with Bollywood actors Varun Dhawan and Alia Bhatt.

Created by Dharma 2.0, the TVCs highlight the importance of keeping your city clean and urges people to take smaller steps to do their bit for their city. The two adverts, titled 'Romeo & Juliet' and 'Astronaut' reinforce the core message of keeping a city clean by taking essential steps like throwing waste in the bin.

In the first ad, Juliet waits in her balcony to be proposed by Romeo. However, during their conversation, Juliet happens to throw a juice box outside. This disturbs our hero, who retracts the proposal and leaves her. He picks the box and throws it in the garbage bin showing how necessary it is to properly dispose waste and keep the surroundings clean.

The second advertisement features two astronauts, a woman and a man, who descend from a spaceship on the moon. The two crack a few jokes during which, the man unwraps a chocolate bar and mindlessly throws the wrapper which floats owing to lack of gravity. Here, the woman gets irked and tells him to not throw garbage on the moon, before leaving him behind and shutting him out of the spaceship. The TVC ends with her asking the audience to keep their city clean.

The quirky themes employed for the adverts are humorous and urge people to take necessary actions, in a light-hearted manner.

Dharma 2.0 head Punit Malhotra said, “The importance of a greener and cleaner environment needs to be reinforced and the two TVCs intend to do just that. The campaign draws strong humorous elements and features the two youth icons, Alia and Varun to establish a strong connect with the millennials.”

Serum Institute of India owner and CEO Adar Poonawalla added, “The Clean City initiative works tirelessly to encourage people to take smaller steps that go a long way in keeping a city clean. The initiative brings together the people in the city because it is only through their active participation that positive change can be brought about. It also tackles the task of cleaning 800kms of Pune streets on a daily basis. It is imperative to get the word out and urge other cities across the country to join in the movement. The campaign created by Dharma 2.0 is engaging and entertaining."

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