New Delhi: Using the canvas of Bollywood to highlight the stench of garbage in the national capital, an art campaign - “The Dirty Pictures” - was launched here on Tuesday.
Pick any of your favourite moments of Bollywood - be it the romantic scene by late stars Raj Kapoor and Nargis in the pouring rain under a black umbrella or actors Shah Rukh Khan and Kajol serenading on “Suraj hua madham”-- and replace the background by a garbage disposal site.
Doesn't appeal much? That's what the campaign aims to do as the art project aims to create awareness about recycling using a poster campaign.
The posters will be placed across 54 garbage disposal sites in and around South Delhi, and around 30 sites have already been covered.
Karma Recycling, a buy-back operator of mobile devices and Delhi, I Love You, a social endeavour, in collaboration with artist Shaily Gupta have brought the campaign alive, said a statement.
Designed by Gupta, the images remind of the garbage disposal crises, as well as presents a take on the issue in a humorous way.
The idea is to draw attention to the waste management debate by using iconic Bollywood imagery and subtly introducing rotting garbage into the dreamy Bollywood utopia.
Along with the campaign, a unique online platform -- recycleyourwaste.in, which lists contact details and garbage solutions for all kind of waste-- also went live.
Akshat Ghiya, co-founder and director of Karma Recycling, is hoping for a change in society with the Bollywood twist.
“We wanted people to think about waste, and what our cities may look like if we're not responsible with its collection and treatment. What better way to do it than through art and Bollywood imagery".
“If people could love their cities as much as they love their movies, choosing to segregate, reuse, and recycle their paper, plastic, and electronic waste etc, we'll leave a cleaner world behind for the next generation,” said Ghiya.
The posters will remain for one month, and are expected to be renewed post that.