Music and Youth
MTV launches clean-up drive with Sushant Singh Rajput to support Swachh Bharat
MUMBAI: After a successful ‘MTV’s Rock The Vote’ campaign last year, Viacom 18’s youth centric channel has launched the ‘MTV The Junkyard Project’.
‘MTV The Junkyard Project’ is an attempt to involve youth in cleanliness on ground, while adding fun quotient by blending in music and art. To lend his support to this initiative actor Sushant Singh Rajput picked up the broom to launch the campaign by sweeping a street in Mumbai as two bands played to cheer him. This event was hosted in association with JJ School of Arts, and kickstarts across 15 cities.
‘MTV The Junkyard Project’ will be integrating this campaign across all the screens including television, mobile, web with an on-ground outreach across 300 colleges and 15 city clean up drive. In addition, MTV is collaborating with musicians to create a music video with a strong messaging of ‘Swachh Bharat’. While music gets youth grooving, humor urges them to spread the message. In line with that, MTV is partnering with leading humorists across the country to create compelling yet funny videos that deliver the message loud and clear.
The channel is rolling out a massive 15 city clean up drive that identifies unofficial junkyards and convert them into art projects. The core idea is to create spaces that truly reflect the talent of the youth and their strong willingness to forge a new tomorrow.
Speaking about his association with the project, Rajput said, “For a young nation like India, real change can be brought out only if the young people decide to do something about it. While today everyone’s talking about making India clean, very few are working on developing sustainable models for achieving it. MTV The Junkyard Project is a unique initiative because it successfully marries the power of the youth along with solutions that are long term and enables them to have fun while executing the whole idea – which is brilliant! I am thoroughly excited to be a part of this splendid project and would like to tell them that we are awesome and urge them to be the agents of change!”
MTV EVP and business head Aditya Swamy added, “Warm is the new cool, young people care about the world they live in and believe that they can be powerful change agents. We at MTV have always created platforms for the youth to act and make a difference. This is a key part of what we do and we leverage all the assets of MTV to create a fun and impactful movement.”
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
