Brihanmumbai Municipal Corporation: It's Good to Give a Shit

Siddharth Sharma, Yousuf Rangoonwala

The Brihanmumbai Municipal Corporation (BMC) campaigned to remind the young citizens of Mumbai of their civic responsibilities and promote positive behavioural change.

Campaign details

Brand: Brihanmumbai Municipal CorporationBrand owner: Brihanmumbai Municipal CorporationLead agency: Famous InnovationsCountry: IndiaIndustries: Government, social policyMedia channels: Outdoor, out-of-homeBudget: No budget

Executive summary

In a country where youths show their concern about huge global issues virtually, but forget to pick up their dogs' faeces from the streets of Mumbai, the Brihanmumbai Municipal Corporation (BMC) decided to remind these youngsters of their civil responsibilities. We wanted to achieve a paradigm shift that would bring about a positive behavioural change among the youths in Mumbai.

The campaign was...

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