MAM
Invaluables Bengaluru urges citizens to recycle smarter this New Year
BENGALURU: Bengaluru is being asked to rethink its New Year resolutions, not with gym goals or digital detoxes, but with cleaner containers, kinder habits and a little red ink.
BBC Media Action has launched Recycle Resolutions, a fresh New Year campaign under its Invaluables initiative, inviting Bengalureans to renew three simple habits that already work. The idea is disarmingly simple. Instead of chasing new pledges that fade by February, why not stick with actions that quietly make the city cleaner and life safer for its waste pickers.
The campaign brings together three familiar behaviours under one cheerful reminder. Wash the Dabba encourages people to rinse takeaway boxes before throwing them away. Got Old Clothes asks households to wash and pass on unwanted garments to Dry Waste Collection Centres. Mark It Red urges safe disposal of sanitary and diaper waste by wrapping it and marking it with a red cross.
These are not just feel good ideas. Past campaigns show real impact. Sixty per cent of those who saw Wash the Dabba adopted the habit, while collection centres reported noticeably cleaner waste. Got Old Clothes helped gather 1.8 tonnes of clothing in a month, almost double the usual volume. Mark It Red led 41 per cent of exposed audiences to start wrapping and clearly marking hazardous waste.
Recycle Resolutions taps into the New Year mood, reframing these everyday actions as promises worth keeping. The campaign underlines how small decisions at home ripple through the waste system, improving safety, hygiene and dignity for informal waste pickers, known here as Invaluable Recyclers.
The initiative has drawn strong backing from Bengaluru’s cultural voices. Musician Vasu Dixit, actor Bhoomi Shetty, comedian Aiyyo Shraddha and plogging champion PlogRaja are among those amplifying the message, along with several local digital creators.
Vasu Dixit said responsible waste handling makes a real difference to the lives of waste pickers and that simple habits are often the most powerful. Aiyyo Shraddha added that unlike most resolutions, these are easy to keep and genuinely helpful.
BBC Media Action India executive creative director Soma Katiyar, said the New Year offered the perfect moment to refresh familiar behaviours and embed them into daily routines. Country director Varinder Kaur Gambhir, noted that this phase brings together everything the Invaluables initiative has learned, backed by evidence and impact.
Recycle Resolutions is already visible across bus shelters and Namma Metro stations, with digital rollouts planned across apartments and online platforms. For a city known for innovation, the message is clear. Sometimes, progress begins with washing a dabba.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
