HCL Foundation – the corporate social responsibility arm of HCL Technologies – had partnered with NOIDA Authority to install over 1000 dustbins around NOIDA within a period of six months, resulting in an increase in garbage collection by 4000 tonnes. To commemorate the success of this initiative, a campaign was launched in February called ‘Chakachak Valentine’, which engaged with more than 64,000 residents both offline as well as online.
The campaign included installations of heart-shaped boards on several dustbins across the city with creative messaging that urged citizens to make NOIDA their valentine and express their love by separating garbage and disposing it in the correct bins. These dustbins, popularly known as ‘Gully Bins’ – one each for plastic, food and household medical waste – had been placed at all key locations across the city. The campaign gained strength from plogging drives that were conducted in Sector 18, 50, and 51 last month.