Invaluables Bengaluru has introduced the ‘Recycle Resolutions’ campaign, featuring musical reels by comedian-creator Shraddha Jain (Aiyyo Shraddha) and musician Vasu Dixit. The initiative aims to promote simple waste practices that enhance recyclability and respect waste pickers in the city. Using rap and music, the campaign delivers relatable messages on responsible waste management.
The digital reels have gained organic traction on social media due to their simplicity and cultural relevance. Through these reels, Jain and Dixit emphasize the impact of responsible actions on the safety, efficiency, and dignity of informal waste pickers, also known as Invaluable Recyclers. Previous Invaluables projects like ‘Wash the Dabba’ and ‘Got Old Clothes?’ have shown positive outcomes, encouraging sustainable waste habits.
Vasu Dixit, a strong supporter of #Invaluables, emphasized the importance of small, daily actions in creating real change. By handling waste responsibly, individuals contribute to the safety and dignity of waste pickers. Aiyyo Shraddha highlighted the simplicity of the resolutions, urging people to maintain habits like washing containers and donating old clothes to support waste pickers.
Soma Katiyar, Executive Creative Director, India, BBC Media Action, emphasized the significance of embedding these actions as everyday practices rather than temporary resolutions. The campaign aims to promote familiar habits at the right cultural moment to drive lasting behavior change. Varinder Kaur Gambhir, Country Director, India, BBC Media Action, stressed the importance of citizens recognizing waste pickers’ roles and acting responsibly towards them.
Invaluables, an initiative of BBC Media Action under Saamuhika Shakti, collaborates with partners to empower waste pickers for secure and dignified lives. The ‘Recycle Resolutions’ campaign is being promoted through digital platforms and outdoor media in Bengaluru, including bus shelters and Namma Metro stations.
