CUSTOM-RADDI by DDB Mudra Group Mumbai for Sanctuary Asia

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CUSTOM-RADDI

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Industry Environmental & Animal Issues
Media Radio
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Producer Manohar Nayak
Production Lingo India
Released August 2010

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: SANCTUARY ASIA
Product/Service: RECYCLING PROMOTION
Agency: MUDRA DDB GROUP
Executive Creative Director: KB Vinod
Scriptwriter: Pranav Harihar Sharma
Agency Producer: Tapan Sharma
Production Company: LINGO INDIA, Mumbai, INDIA
Director: Manohar Nayak
Producer: Manohar Nayak
Sound Studio: Loudspeaker
Sound Engineer: Shashi/Richard
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Road ambience; traffic MVO: Old paper, magazine, plastic, paper, old box... Old paper, old box, magazine, old paper, plastic... ANN: We have been doing it for hundreds of years. Keep recycling. A reminder from Sanctuary Asia.

Full script of the ad in the original language
SFX: Road ambience, Traffic sounds MVO: E... raddi paper, magazine, panni , paper, purane box waleee... E raddi paper, purane box, magazine, raddi paper, panni waleeee... ANN: We have been doing it for hundreds of years. Keep recycling. A Reminder from Sanctuary Asia.

Brief Explanation
India has been environmentally friendly for the past 100 years. Our recycling also keeps in mind the economics. In this spot, we present the ‘raddi-wala’. The old newspapers and magazines are called 'Raddi', and it is customary for Indian households to stock a stack of old newspapers. The 'Raddiwallas' are collectors of household waste – they cycle down dusty lanes, chanting soporific sing-songs, encouraging people to sell them their recyclable waste. The ‘Raddiwala’ buys the old newspapers (at some fixed rate, around Rs. 6/kg). He weighs the paper, calculates the amount and gives the money with a smile. He then fills his sack with the paper and sells his collection of old newspapers, magazines, glass bottles, old plastic containers to a wholesale ‘raddi-wala’, who in turn sells his collection to paper mills that produce recycled paper. While they make a living collecting our waste, they also, perhaps unintentionally, make the most crucial contribution to the cycle of waste collection and recycling in the country. Widespread poverty in India has made many people willing to work to extract value from our wastes in ways that aren't the norm in developed countries. There is much we can learn from the mistakes of the 'throwaway' societies of the west, lest we are swept by a culture of disposability that lays waste to the environment and public health. This type of system has been in decline in recent years. The objective of this radio spot is to remind the people about the custom of ‘Raddi’ and encourage them to keep going this way.