Usha International, the consumer durable company, has launched a campaign for its water solutions that champions the cause of discontinuing single-use plastic.
Plastic pollution is invading every part of the planet from mountains to the deep seas, fast becoming one of the biggest environmental challenges the world over.
While you may think it’s just one bottle you have discarded, there are lakhs of people who think similarly, and who are collectively responsible for the 25,000 tonnes of plastic generated in India every single day. What more, as much as 80% of this is not recycled, and at least 40% remains uncollected, polluting waterways, choking drainage and river systems, littering the marine ecosystem, causing unmitigated harm to it. Just to put that into perspective – one tonne of plastic means about 36,000 half litre bottles. So imagine how much plastic waste we create — almost a mini mountain a day. In fact, the issue features high on Prime Minister Narendra Modi’s priorities, and he has urged the citizens to discontinue ‘single use plastic’.
Sandeep Tewari, President Marketing, Usha International, said, “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film we want to create awareness about the impact of single-use plastic bottles. We want people to be sensitised about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting from plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”
The film has been produced and conceptualised by Fuel.
Raj Kaushal, the producer of the film, said, “I believe in the saying that – we do not inherit the earth from our ancestors, we borrow it from our children. This film is for my son Vir; hope we can make India free from single-use plastic.”
Client: Usha International
Conceptualised by: Fuel
Production House: Fuel
Director: Raj Kaushal