Case study of
#00086 Participatory cleanup movements that mobilise residents
India
#00096
OngoingNational
Implementer
Ripu Daman Bevli / Ploggers of India
Timeline
Since Jan 1, 2016
Location
India22.3511, 78.6677
Description
Litter Free India (Ploggers of India), led by Ripu Daman Bevli, mobilised mass participation in cleanups by rebranding the activity around the globally popular plogging format. The campaign ran cleanups across dozens of Indian cities and built a national movement around regular litter pick-ups.
Metrics
3Cleanups organised500+events
Cities reached80cities
Estimated participants~10 millionpeople
Lessons learned
- National-scale mobilisation was achieved by rebranding cleanup around a popular, aspirational format (plogging) rather than framing it as a chore — the fitness angle attracted participants who would not respond to a traditional cleanup call.
- A single recognisable public champion combined with a repeatable, low-barrier event format enabled replication across 80+ cities without centralised operational control.
Sources
1Documented Jun 26, 2026