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MUMBAI: Reiterating its endeavour to improvise living standards in the Nehru Nagar slums after the popular Big Switch Connect Phase I & II, the channel moves in Phase III of this initiative. Launching with awareness campaigns on ‘hygiene & sanitation‘ and ‘Effective Usage of Water‘, the 3rd phase of this initiative which focused on ‘Tree Plantation‘ was received extremely well by people from the slums, and also on-lookers! Lending support to this cause, United Way of Mumbai officials joined in this campaign, and emphasized upon the critical benefits of tree plantation to the slum dwellers, who turned up in huge numbers making this initiative a huge success.
UTV Bindass launched this movement last December by which it reached out to the city‘s youth to get involved in creating a better life for the people in the slums, as an extension to their show ‘The Big Switch‘. This concept was inspired by the hardships of the slum dwellers, the Bindass team witnessed, during the shoot of their show. As the 1st phase, Bindass Big Switch Connect in collaboration with United Way of Mumbai had adopted this slum at Vile Parle and did a clean up drive with participation from over 100 - 150 number of college students. Moving into its 2nd Phase with the ‘Effective Usage of Water‘ campaign, the channel engaged one-of-the-most popular faces of Indian Television, Urvashi Dholakia to lend support to this program alongwith theatrical group IDEA (Ideal drama & Entertainment Academy), who created a special performance carrying the message to the slum dwellers with a much-accentuated appeal.
This ‘Tree Plantation‘ drive ideated with the hope to generate awareness about the importance of greenery, its benefits to Mother Nature witnessed a humongous participation as children and adults alike, showed great enthusiasm in planting saplings and joining in the activity furthermore.
Speaking about the Big Switch Phase 3, Nikhil Gandhi, Business Head, UTV Bindass said, "The property Big Switch Connect, an on-ground initiative of the show ‘Big Switch‘ has truly achieved its purpose of improvising living standards of Nehru Nagar slums, once again, with its 3rd Phase. Setting off with a motto to educate slum dwellers about the various facets of improving their living conditions - the campaign, in its third leg successfully witnessed a turn-around in the slums not just with remarkable support at the campaign, but also the lifestyle changes implemented over the past two initiatives undertaken! Brand Bindass, exceedingly popular for innovation at each juncture revisited its quotient - joined hands with the highest certified body over-looking the civic stature of the city, who imparted knowledge on the ever-increasing need to plant trees offering
people in the slums a renewed understanding of this cause, which we are sure will be taken up with much zest once again"
