Arunachal man slams littering Assam tourists in viral video, sparks ‘not your dustbin’ campaign

Tourism brings beauty, culture, and life to a place — but it also brings a growing problem when visitors fail to respect the land they’ve come to enjoy. In Arunachal Pradesh’s scenic town of Roing, one such incident has now gone viral, sparking both outrage and action. A local man confronted a group of tourists from Assam after spotting them dumping trash in the open, and the exchange — caught on camera — has now become a rallying cry for cleaner public spaces.

The video, posted on Instagram by Jimu Mele, shows the men parked by the roadside, mid-meal, with disposable plates and wrappers strewn nearby. Mele approaches, points to the litter, and questions why they would spoil the very place they’re visiting. He urges them to pick up the garbage, reminding them that the town works hard to keep its surroundings clean. The clip then cuts to the tourists collecting their trash, with one asking if things were fine now — earning a satisfied nod from Mele.

In his caption, Mele voiced his frustration over repeat offenders, particularly some visitors from neighbouring Assam, and announced a new awareness initiative titled Roing is not your Dustbin. As a municipal official, he called on local youth to join forces in protecting the town’s natural beauty. The viral moment has since become a symbol of civic responsibility, proving that sometimes, all it takes to spark change is speaking up.

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A post shared by Jimu Mele (@jimhikingnature)

Netizens react

Several viewers from Assam acknowledged the problem, admitting that many people from their state lack civic sense. Others stressed that the issue isn’t about Assam or Arunachal, but about respecting nature and those who work to keep places clean. Some shared their own responsible travel habits, like carrying trash home after trips, while a few expressed shame and apologised on behalf of the littering tourists. Many agreed that such reminders are necessary to protect the pristine beauty of Arunachal Pradesh.