Viacom18’s CSR initiative Chakachak Mumbai is being implemented across 4 slum clusters in Andheri East, Mumbai. Not only are we reconstructing and renovating over 200 toilets, but also undertaking a concerted behavior change communication campaign to implement swachhta as a way of life. As we believe … the road to prosperity lies through cleanliness.
Viacom18 believes that to change behaviour around cleanliness, art is a great medium to drive home the message of a litter free Mumbai. Therefore, under the aegis of our CSR initiative Chakachak Mumbai, we have painted the largest mural in the city dedicated to the Swachh Bharat Mission.
As part of our Chakachak Mumbai initiative, we asked ourselves a question- we get angry at so many things on an everyday basis, but are we getting angry at the right things? Hence we launched our #GetAngry project and did a series of social experiments to find out what exactly is ticking us off.
Taking forward the promise of inducing happiness one laugh at a time, a unique 'Spread the Cheer' campaign was initiated this Christmas by Comedy Central. The aim was to get together and get the whole of India to smile, and spread the cheer during the joyous season of Christmas. So, with random acts of kindness we reached out to people less fortunate than us – one good deed at a time. The season's celebrations were taken to various institutions across Mumbai, Delhi and Bangalore which included NGOs, Hospitals, Drug Rehabilitation Centers and Jails.
MTV Act is an initiative by MTV to raise a toast to all the young people determined to bring about change in this world to make it a better place to live. The MTV act is a platform that lives 365 days and strives to create awareness on various social causes that need the youth's attention. The platform also gives the youth a chance to act by engaging directly on issues they care about.
MTV, the iconic youth brand, has always been at the forefront of bringing about change and mobilizing the youth to take a stand. MTV has taken upon itself to ensure that the youth of India come together for yet another worthy cause, cleaning up the mess that we see around us in order to make India the awesome country that it deserves to be; and by being a part of the Prime Minister's Swachh Bharat campaign by integrating Music, Art and Bollywood with 'MTV The Junkyard Project'. MTV The Junkyard Project is MTV's attempt to get the youth to not just watch from the stands, but to take an active action and drive 'cleanliness' on ground, while adding fun quotient by blending in music and art.
Kids inspire, influence and hold the baton to the future of society. It is this kid power that Nickelodeon, India's leading children's entertainment franchise, has sought to unleash with the Big Green Help 2015. Answering the nation's clarion call for Swach Bharat and taking it a step further, the pioneering pro-socio environment initiative will empower and encourage kids to save the planet and its resources. The Big Green Help will provide information and tools to kids to understand the various environmental issues like conserving energy, preserving nature and fighting pollution hazards, amongst many others. Nick will make this serious topic very relevant and kid friendly with the adorable Nicktoons spreading the key message of saving the planet.
MTV undertook an initiative, 'Hero MTV Rock the Vote', to remind the youth of the power they have: their vote. The initiative was a wake-up call for all those who are above 18 years of age and have an opinion on things around them. In a tongue-in-cheek tagline, 'Dabaona …button', MTV punned on the voting button to urge first time voters to vote. The campaign kicked off in December 2013 and ran for a month after the General Elections 2014.