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Viacom18 and CMCA join hands to clean Mumbai beaches after Ganpati visarjan

The initiative was organised as a part of Viacom18’s ‘Chakachak Mumbai’ campaign that aims to bring about a behavioural change around cleanliness. Over 500 children participated to clean Girgaum, Juhu and Aksa beaches

Viacom18 and young volunteers of Children’s Movement for Civic Awareness (CMCA) on September 6 took up brooms and cleaned major Ganesh visarjan sites in Mumbai, viz, Girgaum, Juhu and Aksa beaches, aiming to be a change agent that engages communities to keep their surroundings clean. This is the second consecutive year of the partnership between Viacom18 and CMCA and is part of the former’s flagship CSR programme Chakachak Mumbai.

As a part of the beach clean-up drive, Nickelodeon-toon Shiva and popular artist of Colors Marathi show ‘Comedychi GST Express’ Avdhoot Gupte joined over 500 students to collect the waste that got washed back ashore after Ganesh immersions.

This initiative aims to sensitise children about the responsibilities that go with the celebration of festivals and its impact on the environment. In the case of Ganesh Visarjan, Nicktoon Shiva educated kids about the ill-effects of immersing POP idols in water bodies and its impact on the marine life. The kids were encouraged to buy clay idols /eco-friendly idols or immerse their POP idols in artificial ponds.

Sonia Huria, Head Communications & CSR, Viacom18, said, “Viacom18 is glad to be partnering with CMCA for the second consecutive year for the beach clean-up drive. Children have the potential to bring about positive behaviour change around cleanliness and influence communities to make ‘Swacchta’ a way of life. With this initiative we hope to create a longstanding awareness about keeping our surrounding clean and maintain a sustainable lifestyle.”

Sharing her thoughts about the clean-up drive Vinodini Lulla, Trustee at CMCA, said, “CMCA has always been an advocate of responsibly celebrating festivals to minimise its impact on our surroundings. The clean-up is a life-changing experience for our students every year. We are delighted to have found a partner in Viacom18 for the second year in a row who have been actively involved in cleanliness and sanitation awareness in Mumbai. With this beach clean-up drive, we are sure that we will be able to bring about a behavioural change towards cleanliness and environment protection among children.”

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