Have you ever wondered what happens to the old electronics tucked away in drawers at home? This International E-Waste Day, Samsung India in collaboration with Cheil India unveiled ‘E-Mutant’, a compelling digital film highlighting the hidden dangers of e-waste.
The film shows how long-forgotten gadgets in a home fuse together to form a strange, living “mutant.” Its face is an old computer monitor, its limbs are tangled wires, and its body is made from an old radio transistor. This eerie creature serves as a reminder that items once useful can become dangerous when neglected. ‘E-Mutant’ delivers a powerful message urging viewers to “defeat the mutant” — take action to responsibly dispose of old electronics at home.
Alongside the film, Samsung India launched a nationwide awareness campaign across its 1,200 customer service centers. Customer care officers engaged walk-in visitors, educating them about the risks of improper e-waste handling, safe disposal methods, and the benefits of recycling old devices and accessories. Interactive sessions, posters, and short videos demonstrated practical steps, while participants were invited to take a pledge for responsible e-waste disposal. Many received saplings or plant seeds as a symbolic gesture connecting recycling with renewal.
This initiative is part of Samsung’s ‘Care for Clean India’ program, providing convenient and safe options for consumers to hand over old or end-of-life electronics for recycling. Free pick-up services are also available for large appliances such as televisions, refrigerators, and washing machines, regardless of brand.
Samsung emphasized:
“This International E-Waste Day, we encourage everyone to take a small but meaningful step — pledge to dispose of e-waste responsibly. Awareness is the first step toward a sustainable future.”
Credits
Agency: Cheil India
COO: Mandeep Sharma
Chief Creative Officer: Vikash Chemjong
Executive Creative Director: Tripti Surana
Account Management Team: Saurabh Singh, Kusum
Creative Team: S.V Srinath, Soumil Nigam, Angad Bhatia
