Overview

• In Roing, Arunachal Pradesh, municipal official Jimu Mele shared an Instagram clip showing a group of Assam tourists discarding food wrappers and disposable plates along a roadside.
• Once confronted, the tourists promptly gathered their litter and asked Mele to confirm that the area was clean.
• The footage has attracted over 200,000 views across social media, with users praising Mele’s intervention and urging that audiences “count the litter, not the boundaries.”
• The Roing video builds on earlier social media-driven cleanups, including a July clip of a foreign visitor collecting waste at a Kangra waterfall that garnered more than 5.5 million views.
• Mele announced plans for a “Roing is not your Dustbin” campaign to mobilize local youth in ongoing efforts against environmental negligence at tourist sites.