The primary objective of the campaign is to promote the adoption of the 3R mantra (Reduce, Reuse, Recycle) in urban India. By setting up RRR Centres, the campaign aims to create a convenient and accessible avenue for citizens to deposit their old and unused items, which can then be repurposed or recycled. Additionally, the campaign seeks to raise awareness about sustainable practices, encourage responsible consumption, and reduce the burden on landfills.