From Screen to Street : ‘Avkarika’ Team Acts, But Where’s the Govt Response ?

• 10-month cleanliness project in Pimpri-Chinchwad follows film’s message, while producer awaits support from ‘Swachh Bharat Mission‘

PIMPRI : The producer of Marathi film Avkarika has expressed disappointment over the lack of a clear response from the Swachh Bharat Mission despite repeated efforts to seek support for taking the film’s cleanliness message to a wider audience.

CA Arvind Janardan Bhosale, producer, writer and director of Avkarika, said the film was made to raise a basic question — while several people work to clean public spaces, what is being done to change the mindset of people who litter them?

According to Bhosale, the film received a positive response from Marathi audiences, with viewers appreciating its story, dialogues, music and social message. The film was subsequently made available in Hindi with the aim of reaching audiences across the country.

Bhosale said the team approached the Swachh Bharat Mission several times through emails, reminders and meetings in Delhi. A video conference was eventually held to present the concept, following which the officials reportedly appreciated the subject and permission was granted to use the Swachh Bharat logo and song. The team was also encouraged to make the film available in Hindi.

However, he said that despite further communication and efforts to follow up, there has been no clear response regarding wider promotion or support for the film.

“Our disappointment is not merely about not receiving support, but about not getting a response or dialogue on our efforts,” Bhosale said.

Film’s message taken to the ground

The team later launched ‘Majha Maidan, Swachh Maidan’ (My Ground, Clean Ground), a cleanliness initiative at Dr Hedgewar Maidan in Pimpri-Chinchwad.

Bhosale said the team has worked at the ground for nearly 10 months, engaging with citizens and encouraging them to take responsibility for maintaining the public space. He claimed that the ground is now being maintained nearly 99% clean.

The initiative received support from the Pimpri-Chinchwad Municipal Corporation, sponsors and local citizens, he said. A report on the project has also been submitted to the Swachh Bharat Mission.

The producer has also approached the Prime Minister’s Office and submitted a representation seeking consideration of tax-related concessions.

Film shot at Moshi waste depot

Bhosale said the team went beyond conventional filmmaking to portray the reality of waste management. Nearly 60-70 members of the film crew were involved in shooting at the Moshi waste depot, with the team seeking to present the working conditions of sanitation workers realistically.

The film also combines the serious cleanliness theme with entertainment, music and visual elements. Songs were shot at locations in South India, while singer Kailash Kher’s song from the film has reportedly been used in cleanliness-related reels and videos.

Bhosale said the experience of Avkarika and the ground-level project demonstrated that changing public behaviour can have a direct impact on maintaining cleanliness in public spaces.

The producer has urged authorities to examine the film and the field project and consider whether such citizen-led initiatives could be incorporated into wider cleanliness campaigns.

“We have not stopped. Even while waiting for a response, our work continues,” Bhosale said.