Launch of Chakachak Mumbai- Viacom18 flagship CSR initiative in health and sanitation
As Viacom18 shaped its CSR policy in the year 2014, we identified WASH (Water, Sanitation and Hygiene) as one of our key focus areas. Being India’s fastest growing media & entertainment network, Viacom18 believes that sustained change in behaviour is at the helm of creating long term impact. Chakachak Mumbai was conceptualised to create a long-term impact in WASH – the sector of water, sanitation and hygiene.
We partnered with the Municipal Corporation of Greater Mumbai to support them to make Mumbai Open Defecation Free by 2019. For this purpose, a two-pronged approach was undertaken that involved creating infrastructure and also changing public behaviour around cleanliness.
In an industry first, India’s fastest growing media and entertainment company Viacom18, has partnered with the world's largest philanthropic organization, Bill & Melinda Gates Foundation, and development communications specialists, BBC Media Action to create a general entertainment fiction series with an underlying behaviour change message on sanitation.
The 26-episode finite series 'Navrangi Re!' started airing from 2nd February bi-weekly for 13 weeks on Viacom18 network's Hindi General Entertainment Channel - Rishtey, its regional language channels - COLORS Gujarati and COLORS Odia.
The show is the first original production on Rishtey and is also available on the network's OTT platform VOOT. A maiden effort for Indian satellite television, this is an initiative to bring real development issues to the masses in an entertaining format - issues that are otherwise packaged in typical research or data reports, which oftentimes do not reach the mass audience. 'Navrangi Re!' is a drama series that tells a powerful story to address the urgent issue of Fecal Sludge Management faced by urban India. The Bill & Melinda Gates Foundation has funded BBC Media Action to create and develop 'Navrangi Re!'.
Behaviour change communication through art & creativity
Through sustained multi-fold messaging, we aimed to initiate conversations around cleanliness among residents of Mumbai across age-groups and social standing. With projects such as Hamara Station Hamari Shaan, we beautified local railway stations, created the largest mural in the city dedicated to Swachh Bharat Abhiyaan on the Jogeshwari Flyover and used outer walls of community toilet blocks as spaces for creative behaviour change communication.
We also created a series of social experiments that focussed on cleanliness of mind and body, titled Get Angry Project, which seeded the question 'Are we Indians getting angry at the right reasons?'
15 community toilet blocks across 4 slum clusters in the SEEPZ-MIDC area in Andheri were renovated and reconstructed. Art-inspired community themed portable toilet blocks were installed across 13 locations in the city.
As a natural extension of our work in the space of providing education for the underprivileged, we have partnered with The/Nudge to facilitate job skilling amongst India’s underprivileged youth, to open new worlds of economic independence and dignity for them.
The/Nudge is a collective of some of India’s best leaders and entrepreneurs, with a dream to see a poverty-free India within our generation, basis a shared goal of pulling 1 million people sustainably out of poverty.
Through specially curated residential Gurukuls, the programme builds a strong 360-degree life, learning and economic foundations for underprivileged youth, and provides them jobs, along with a lifelong support system.
feed the future now
According to the Global Hunger Index (GHI), India is in the top five of the index with serious 'hunger' levels. Malnutrition and classroom hunger is rampant and requires urgent attention in the country. Unfortunately, most people aren't even aware of this pressing issue in our country. The Akshay Patra Foundation, a not-for-profit organization, strives to provide nutritious food to underprivileged children so that their education is not hampered.
Viacom18, being a leading media and entertainment network in India, partnered with the Akshay Patra Foundation to launch the Feed The Future Now movement which aims to provide 5 billion meals by the year 2020, so that no child is deprived of quality education due to malnutrition.
The core objective of the movement was to highlight the importance of nutrition among school going children, put nutrition back on India's national agenda while leveraging support and generating funds to achieve the goal of feeding 5 million children by 2020.
donate a mile
Viacom18 has a unique engagement program where employees are encouraged to run once a month with Mr. Sudhanshu Vats, Group CEO, Viacom18 who is an avid marathon runner. Donate a Mile enables employees to lend their support to a cause close to our Group CEO’s heart - girls’ education.
As a part of Donate a Mile, employees train along with Mr. Sudhanshu Vats to run the Mumbai Marathon. Proceeds from this initiative go to Akanksha Foundation, a non-profit organisation working to education of underprivileged children.
On Teachers’ Day, we partnered with Akanksha Foundation for a unique initiative. Our Group CEO Sudhanshu Vats and COO, Raj Nayak switched places with two children from schools under the foundation’s care. While our leaders went to their school to teach, these two kids came to our office to fill in for them. This initiative aims to encourage young people to come and teach in classrooms and Viacom18 partnered with Akanksha Foundation to spread this message.
art & culture
With sustained efforts to preserve India’s cinematic heritage, Viacom18, has been partnering with the Film Heritage Foundation (FHF) for the annual Film Preservation & Restoration Workshop India for the past three years. The Film Preservation & Restoration Workshop India aims to train an indigenous pool of film archivists and restorers, as well as, to create awareness about the urgent need to save India’s cinematic heritage.
Eminent experts from across the globe such as David Walsh, FIAF’s Head of Training and Outreach, Camille Blot-Wellens from FIAF, Tina Kelly from Imperial War Museum, Dawn Jaros from The Academy of Motion Picture, Arts & Sciences, Emilie Cauquy from La Cinémathèque française and Marianna De Sanctis from L’Immagine Ritrovata, Bologna amongst others, will comprise the faculty of the workshop.
Daughters of Mother India (DOMI)
Viacom18’s adoption of the documentary "Daughters of Mother India" is another such disruption in its journey towards influencing and impacting lives of every Indian. The award-winning film showcases the true heroes that work tirelessly in the background to enable 1.2 billion adjust to social changes and adapt to new societal challenges and address issues in a positive and progressive manner.
To showcase its support to this initiative, Viacom18 screened the film across all its channel platforms in 5 different languages. Through this move, Viacom18 aims to create a benchmark in the industry and give these imminent issues the right recognition it deserves.