UTV Bindass on December 15th launched a movement that Mumbai has long been waiting for –which aims to reaching out to young India. UTV Bindass takes its popular TV show ‘The Big Switch’ to a new level by adopting a slum for a year and by arranging improvement activity there every quarter.
The first activity on 15th December 2009 focuses on cleaning up the area and spreading awareness in the slums regarding hygiene and sanitation, thus appealing to the youth to create real change. Bindass Big Switch Connect has collaborated with United Way of Mumbai in adopting the slum at Vile Parle for this clean up as well as future activity. The United Way Clean-Up Mumbai campaign aims to create a ‘Culture of Cleanliness’ among citizens. This, together with the collaboration with Bindass Big Switch Connect will tackle real issues which affect the inhabitants of the slum, partnering with them to create real and sustainable change.
This first clean up activity will bring together more than 200 local residents and college students, employees of UTV, BMC officials, United Way members, participants of the show Bindass Big Switch, Narayani Shastri and Shonali Nagrani, and all of them will partner with local residents to clean the area.
Heather Gupta, Channel Head Bindass says, “It is a wonderful feeling to spearhead a movement with such support. People from different walks of life have joined in this movement to help make the lives of others a little better, and the enthusiasm of all of them; especially the youth is very satisfying. We salute the passion of young India and we also are extremely grateful to the support lent by Narayani Shastri and Shonali Nagrani who encouraged us to execute the movement and offered her personal participation too.”