Not such a waste of time!

Poster by Shaily Gupta at one of the sites in the Capital   | Photo Credit: 21dmc dirty3

Remember Raj Kapoor and Nargis lost in each other sharing one umbrella in rain and singing “Pyaar hua iqraar hua?” Soaked in love, it went on to epitomise romance. Just change the setting a bit and see if it will have the same effect. It is pouring. The lovers still share one umbrella. But it is no more an empty road. They stand on a bed of garbage. How can beauty and grandeur of our favourite Bollywood be compromised? Many must have thought while crossing these 50 sites in Delhi where these tweaked posters occupy the wall.

As Narendra Modi's “Swach Bharat Abhiyaan” gathers steam, more stakeholders are joining in. Karma Recycling and Delhi I Love You (DILY) in collaboration with architect Shaily Gupta have come up with a set of Dirty pictures, which are four posters drawing from Hindi cinema.

Gupta by connecting our favourite Bollywood with the looming garbage disposal crisis in a fun way, attempts to draw our attention to the problem. “There is garbage everywhere and it’s not going to stop unless we find a solution,” says Shaily Gupta, who has done an entire series of posters on her blog

Out of these four posters have made their way to 50-56 locations in Delhi like Defence Colony, R.K.Puram and Greater Kailash-2. “Most of these sites are in South Delhi and they range from hidden locations to LIG colonies. These sites were suggested to us by Delhi waste management which holds contract for waste collection in South Delhi. If we get approval by MCD for sites in other parts of Delhi, we can do these posters there too,” says Akshat Ghiya, Co-founder-Director, Karma Recycling.

Recycling is the way to go for a city like Delhi, which produces 8,500 tonnes of solid waste, 5,000 tonnes of electronic waste, 500-600 million gallon of sewage and 10 metric tonnes of bio-medical waste everyday. Only five per cent of this gargantuan figure is recycled, although as much as 50 per cent of the waste is fit for composting, about 30 per cent of it can be recycled.

“But there is no awareness. Recycling begins with awareness. When we are putting up these posters, we talk to a few and realise that even the educated don't know what recycling is. They have a vague idea about it,” says Akshat.

To see your Bollywood stars sitting on a pile of garbage is a disgusting site for the inhabitants of this cinema crazy nation and this campaign gently says that if you love your city as much as you love Bollywood then you need to clean up.

Through the campaign, they want to popularise the just-launched website, which lists all the companies into recycling with complete contact details. The campaign is up for 30 days and depending on the feedback, Akshat says, it can travel to other States because garbage is a problem of every city and not just one.

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Printable version | Apr 13, 2021 3:56:08 AM |

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