01Consumer KnowledgeLed
People act on what their neighbours do.
I built the campaign on citizens over slogans: the people already turning waste into something useful in their own cities, so others could see themselves doing it too.
Swachh Survekshan 2023: making waste to wealth something citizens join
The shiftWaste-to-wealth awareness→Citizen participation
The impact
25M+citizens reached
200K+interactions
3citizen series built for the campaign
The story in four moves
Client inputMy work-
Client input · 01 They came with
Swachh Survekshan, India’s national cleanliness survey of cities, set its 2023 edition on waste to wealth, and the ministry needed citizens to take part, well beyond reading about it.
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02 I found
Waste to wealth sounds like policy until it shows up as a person: a neighbour with a clever fix, a changemaker down the road, an honest conversation about trash.
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03 I built
The social media campaign and three citizen series, Trash Talk, Smart Jugaad and India’s Changemakers, each giving citizens a way in.
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04 It changed
25M+ citizens reached and 200K+ interactions, with citizens as the faces of the campaign.
My part
I led the Swachh Survekshan 2023 social media campaign and built its three citizen series, as a Brand Strategist at the studio.
Across 4 brand areas
Led3areas end to end
Shaped1my direction, built with others
Supported0I contributed
02Brand StoryLed
Three series, three ways in.
I created three citizen series: Trash Talk for honest conversations about waste, Smart Jugaad for everyday fixes, and India’s Changemakers for the people leading it in their cities.
03Brand CultureShaped
Citizens as the faces of the campaign.
India’s Changemakers turned the campaign outward, celebrating the people driving change on the ground and giving others a reason to join them.
04Strategy and OperationsLed
Reach that turned into conversation.
I ran the campaign across social platforms through the survey period, building toward participation: 25M+ citizens reached and 200K+ interactions.
My map on this project
What it took to turn a national theme into participation, and where I stood.
Led end to endShaped my direction, built with othersSupported I contributed, others owned it
In association withMouse & CheeseRun at Mouse & Cheese for the Ministry of Housing and Urban Affairs, in my first two years at the studio.