Top Story

e4m_logo.png

Home >> Media - TV >> Article

Viacom18's 'Chakachak Mumbai' campaign to address city's sanitation issues

10-May-2016
Font Size   16
Viacom18's 'Chakachak Mumbai' campaign to address city's sanitation issues

With more than half the country’s population without access to a toilet, coupled with the perils of open defecation, India is facing a sanitation crisis. While the Honourable Prime Minister’s Swachh Bharat Abhiyan has seen a number of corporates aligning with the cause, a majority of the work has focussed on construction of toilets in the rural India. But with each passing day, the realization dawns that building awareness about the need to use toilets is as, and perhaps more, important in realizing the dream of an open defecation free India.

 It is in this spirit that, at a recently concluded cleanliness and sanitation awareness drive, Viacom18 flagged off its CSR behaviour change communication campaign to tackle the unhygienic sanitation condition in the slums of Mumbai. The company has adopted 4 slums (Subhash Nagar, Dsouza Chawl, Upadhyay Nagar and Salve Nagar) in the densely populated Andheri suburb of Mumbai. Under the umbrella of ‘Chakachak Mumbai’, Viacom18 has been working over the last year, to renovate and reconstruct over 200 toilets for the residents of these areas. Underlining the importance of instigating a change in people's mindset at the ground level, Viacom18 has roped in Padma Shri and Ramon Magsaysay award winner Jockin Arputham and under-privileged women's self-help collective Mahila Milan, to undertake a concerted behaviour change communication programme. 

 Sudhanshu Vats, Group CEO - Viacom18, flagged off the drive along with  Smt. Kesarben Patel, Corporator - Salve Nagar, K-East Ward, Andheri East and well-known Marathi film personalities Mahesh Kothare, Urmila Kanetkar Kothare and Sonalee Kulkarni. 

 "It is my firm belief that just as its people define the organization, the organization has a soul that is the collective of its people. It is with this belief that Viacom18 has been at the forefront of amplifying socially relevant issues, through our movies, TV series, support for social causes and various on ground activities. When we formalized our CSR journey, we decided to contribute towards realizing the challenging dream of a Swachh Bharat, both through enhancing infrastructure and building awareness,” said Vats. He further added, “We are India’s favourite storytellers and we decided to leverage that primary strength to build the story of why good sanitary practices are important. Thus our entire behaviour change communication campaign focuses on how cleanliness leads to prosperity.”

 Speaking on the initiative Smt. Kesarben Patel, Corporator - Salve Nagar, K-East Ward, Andheri East, remarked, “The government is happy to encourage like-minded stakeholders for the benefit of each and every individual in the city and communities at large. These toilets are a step towards providing each and every citizen with access to clean sanitation. Now the onus is on the community to use these toilets judiciously, own them and safeguard it as an asset to the community. Just building these toilets is not the objective; we would want the community to use them. We should eliminate open defecation from the community.”

 With the 360 degree approach of infrastructure development and behaviour change communication programme, Chakachak Mumbai looks set to bring about a noticeable improvement in the swachhta quotient of the maximum city. 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business