The 4th edition of Gala #WhyJustCleanHomes- An activity where along with Gala Squad along with Radio Mirchi gears up to clean the streets before Diwali, a festival that is celebrated with a great vigour in this country. Every Diwali, Indian homes are cleaned and decorated to welcome Goddess Lakshmi- with Why Just Clean Homes the emphasis is on the fact that along with maintaining cleanliness in our homes, it is important to maintain cleanliness in our surroundings as well.
We started the campaign in 2020 by asking Mirchi listeners to call and get their dirty, clutter spilling areas cleaned pre-diwali.
This year we included a new voice of reason to lead the campaign- KIDS!
EMOTIONAL REASONING:
The city belongs everyone and the idea of cleanliness should be taught while they are YOUNG!
When young kids are taught important lessons and values, they not only relay the message at their respective homes, but also inculcate the habit that is most likely to continue into adulthood.
MARKETING REASONING
Diwali is a busy time for Indian market and Kids as voice of reason on Radio, Digital and Social Media breaks that generic clutter and is bound to grab more attention!
Every year, the Gala Shine-on Squad gets into action to clean up spots in the city shared by citizens over WhatsApp. This year kids called out adults as they lead the GALA SHINE ON SQUAD in the city cleanliness drive!
Stage 1: We reached out to NGOs to join this crusade at the back-end before the campaign started and got on board our SHINE ON SQUAD JUNIORS.
Stage 2: Pre-Buzz: Radio: Our Radio Jockeys and Kids start call to action asking for entries, identifying areas that need cleaning. Over a period of 2 weeks Pre-Diwali, kids take over the Radio Mirchi airwaves, via PROMOS and MENTIONS and SPECIAL PROPERTIES, where they talk about them joining the initiative and encourage listners to send in their entires of dirtiest spots via WhatsApp.
Pre-Buzz Digital: We will also rope in Influencer Parents with Kids as part of the campaign, asking people to participate in this initiative by sending in the entries.
Stage 3: On-Ground: Now that we have the Gala Shine On Squad, the Juniors and the entries sent by citizens, 2 days before Diwali, they get right on to action! Every Squad member is assisted by the junior partner.
That's not all, after cleaning up the place we leave a beautiful RANGOLI, and a DRY WASTE & WET WASTE DUSTBIN, leaving behind a placard with messages to encourage the use of the dustbin and give the kids a cleaner place to play and enjoy their childhood that they truly deserve!
With 25.54 tons of garbage collected by Gala and Mirchi in 2 days from Mumbai, Kolkata and Bengaluru, 3 most dirties cities of the country, we were able to make this Diwali truly happy for all the kids who love to play outdoors! Leaving the city, with a hope for a cleaner future for the coming generation.
