Viacom18 partners with Mumbai First to adopt 3 Rly stations in Mumbai

Viacom18 has joined hands with Mumbai First to participate in the ‘Hamara Station Hamari Shaan’ initiative. On the occasion of Gandhiji’s birthday, the initiative kicked off a beautification programme of 36 suburban railway stations in Mumbai. Through their association with Mumbai First, Viacom18 has adopted three suburban railway stations – Andheri, Vile Parle and Ghatkopar.

This is part of Daan Utsav (formerly known as Joy Of Giving Week), a week-long annual festival, on the occasion of Gandhiji’s birth anniversary that celebrates giving across India under which multiple organisations come together and donate to bring change in the lives of their fellow citizens. The festival is held from October 2-8 every year.

Under the ambit of Viacom18’s flagship CSR programme Chakachak Mumbai, the company will support the beautifying of stations with the help of volunteers throughout the week. In keeping with the Prime Minister’s Swachh Bharat Abhiyan, Chakachak Mumbai involves a massive sanitation intervention and behaviour change advocacy programme to encourage good hygiene habits among Indian citizens.

Speaking at the event, Sonia Huria, Head – Communications and CSR, Viacom18, said, “As part of our Chakachak Mumbai campaign, an initiative in health and sanitation, we have extended our outreach to promotion of cleanliness at these important landmarks. In Mumbai First, we have found a partner who shares our enthusiasm on collaborating to harness individual strengths for a greater good. Not only are the railway stations are an integral part of a Mumbaikar’s daily life, they are great places to spread the message of behavioural change. We hope that our efforts will encourage citizens to keep their immediate surroundings clean, and only then can we realise our Prime Minister Narendra Modi’s dream of a Swachh Bharat.”

Viacom18 will also contribute to the creative designs for the toilet walls at these stations. Social messages, including those on maintaining cleanliness and hygiene, at the station will be incorporated in the design. Viacom18 will also provide the artwork for the signage at these stations. This will lead to a complete transformation at these stations and encourage citizens to maintain the standards of cleanliness and attractiveness.

Actor Anil Kapoor, who was present at the event, remarked, “This is terrific. I strongly believe that to make a difference in our swachhta quotient we need to change people’s behaviour. And I think Hamara Station Hamari Shaan is the perfect celebration of common people and corporates, like Viacom18’s CSR project Chakachak Mumbai, coming together to don the mantle of agents of change.”

A public service announcement is also being made across the Viacom18 Network to create awareness on Daan Utsav. Viacom18 has teamed up with Indian School of Business to participate in their ‘Shadow a CEO’ programme. The programme will see bidders bid for interaction time with CEOs of various companies, including Sudhanshu Vats, Group CEO, Viacom18. The highest bid will be matched by the CEOs and the total revenue generated will be donated to a good cause.