Music and Youth
MTV and Vizeum launch ‘The Junkyard Project’
MUMBAI: MTV in partnership with Vizeum, the media agency from Dentsu Aegis Network, is all set to launch The Junkyard Project. The objective behind the initiative is to stir an important awakening in the minds of citizens across, especially the youth.
MTV is a great believer in the power of youth. Apart from being at the forefront of every pop-culture trend, MTV has always led several social movements celebrate youth power.
Commenting on MTV’s The Junkyard Project, Viacom18 Media Pvt. Ltd. head – marketing, media and insights, youth entertainment Sumeli Chatterjee said, “MTV started with a basic question how can we make conversations around do-not-litter cool and interactive. #DunkThatJunk is gamification of the concept that junk should be dunked inside the dustbin. The simplicity of the concept coupled with interactive presentation is the key reason why these videos spread like wild-fire. And, also drew heavy participation by Bollywood and tv celebrities. It is just a game, but with a serious message in it. We have driven 1.5 mn interactions in a fortnight of launching this campaign on social media. And, this is just the beginning.”
“True to its spirit of being in the forefront of trend-setting, it has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative leveraging MTV’s partner celebs attracting as many as 6000 user-generated videos in the first 2 weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates, “added Vizeum India executive VP Samarjit Rajkumar.
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.
