MUMBAI: MTV in partnership with Vizeum, the media agency from Dentsu Aegis Network, is all set to launch The Junkyard Project. The objective behind the initiative is to stir an important awakening in the minds of citizens across, especially the youth.

MTV is a great believer in the power of youth. Apart from being at the forefront of every pop-culture trend, MTV has always led several social movements celebrate youth power. 

Commenting on MTV’s The Junkyard Project, Viacom18 Media Pvt. Ltd. head – marketing, media and insights, youth entertainment Sumeli Chatterjee said, “MTV started with a basic question how can we make conversations around do-not-litter cool and interactive. #DunkThatJunk is gamification of the concept that junk should be dunked inside the dustbin. The simplicity of the concept coupled with interactive presentation is the key reason why these videos spread like wild-fire.  And, also drew heavy participation by Bollywood and tv celebrities. It is just a game, but with a serious message in it. We have driven 1.5 mn interactions in a fortnight of launching this campaign on social media. And, this is just the beginning.” 

“True to its spirit of being in the forefront of trend-setting, it has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative leveraging MTV’s partner celebs attracting as many as 6000 user-generated videos in the first 2 weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates, “added Vizeum India executive VP Samarjit Rajkumar.