Viacom18 partners with CMCA to conduct beach clean-up drive across Mumbai
The 10-day long Ganesh Chaturthi festivities are a highlight for the city of Mumbai and its residents. However, the sight on city-beaches post the visarjans (idol immersion) is one of apathy as they are strewn with POP idol remains and plastic. In an endeavour to drive awareness about the issue while supporting the city civic authority’s efforts, Viacom18 has partnered with Children’s Movement for Civic Awareness (CMCA) for the 4th consecutive year for a clean-up drive on city beaches. Over 600 children along with Nicktoon Shiva and Rudra created awareness towards to encourage people to celebrate festivals in an environment friendly way.
As a part of its Chakachak Mumbai initiative, the media & entertainment network along with CMCA conducted clean-up drives in Juhu, Aksa and Girgaum Chowpatty beaches. Over the years, the initiative has seen more and more students coming forward to support the campaign.