Tata Trusts urges citizens to segregate waste at its source with TwoBinsLifeWins

Tata Trusts has launched a campaign titled #TwoBinsLifeWins through which it looks to engage citizens to adopt better waste management practices.

24 Feb 2020 | By PrintWeek Team

A film has been conceptualised by FCB Ulka for the same. In the film, a child through his poetry competition narrates the story of his father who segregates waste in sewers.    Tata Trusts, through its initiative, Mission Garima, looks to promote safe, healthy and humane working conditions for conservancy workers in Mumbai.   

Divyang Waghela, head – Tata Water Mission, Tata Trusts, said, “Conservancy workers are the backbone of large metropolitan cities like Mumbai. They help in keeping our city clean, and in order. It is imperative that efforts are made to ensure their safety, and to protect their dignity.

Tata Trusts launched Mission Garima to bring about a significant positive impact in the work environment of conservancy workers. With #TwoBinsLifeWins, we hope to prod the conscience of the nation and encourage citizens to segregate waste at their respective homes, so conservancy workers live a life of dignity and respect.”  

Keegan Pinto, NCD, FCB Ulka, said, “The inspiration for this heartfelt film comes from true feelings, testimonials and insights. This film is very special to us. But the film is not more important than the cause. Nothing is more heinous, ridiculous, tragic, disgusting and a greater product of our trademark Indian collective convenience and ignorance than a man having to go down in the drain and then, dying too early leaving his children orphaned. We really wish the film makes a difference and we hope people start segregating their waste at home with the small act of two bins and abolish this practice altogether.”  


  • Client: Tata Trust
  • Creative agency: FCB Ulka Account management team: Kulvinder Ahluwalia, Ramiya Nambiar, Neha Gujrani, Shaoli Ghosh, Mrittika Gupta, Rohit Nair, Mayuresh Bassi
  • Planning team: Saad Khan, Aashita Jain, Radhika Burman
  • Creative team: Keegan Pinto, Donavan D’souza, Rajdatta Ranade, Giamaria Fernandes, Adamya Mod, Sanjana Dora, Shambhabi Raha, Wiless D’mello, Niraj Patil, Aabhaas Worah and Siddharth Ubale
  • Agency producers: Alpa Jobalia, Stanley Christen       
  • Production house: Basta
  • Film Director: Divyansh Ganjoo  
  • DOP: Keyur Dekate
  • Producer: Mahima Sharma

    Source: Campaign India


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