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Mumbai, 6 September 2017: Aiming to be a change agent that engages communities to keep their surroundings clean, Viacom18 and young volunteers of CMCA today took up brooms and cleaned the major Ganesh Visarjan sites in Mumbai viz, Girgaum, Juhu and Aksa beaches. 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’ Avadhoot Gupte joined over 500 students, to collect the waste that got washed back ashore after Ganesh immersions.

• The initiative was organized as a part of Viacom18’s ‘Chakachak Mumbai’ campaign that aims to bring about behavioral change around cleanliness and sanitation habits of citizens

• Over 500 children participated to clean Girgaum, Juhu and Aksa Beach

This initiative aims to sensitize children on 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.

Speaking about the initiative 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 cleanup drive Vinodini Lulla, Trustee at CMCA said, “CMCA has always been an advocate of responsibly celebrating festivals to minimize its impact on our surroundings. The cleanup 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 cleanup drive, we are sure that we will be able to bring about a behavioral change towards cleanliness and environment protection amongst children.”

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ABOUT VIACOM18
Viacom18 Media Pvt. Ltd. is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.

About NICKELODEON
Nickelodeon, India’s leading kids’ entertainment brand and part of the Viacom18 Media Pvt. Ltd, is available in over 100 million households in the country. The Nickelodeon cluster in India boasts of a bouquet of differentiated channels that cater to kids from tots to teens - Nick, Sonic and Nick Jr. (with 2 programming blocks i.e. Nick Jr./ Teen Nick) and Nick HD+. Nickelodeon has today emerged as the preferred entertainment destination with iconic characters like Motu Patlu, Ninja Hattori and Shiva amongst others. Sonic continues to bring a heady concoction of action and comedy with Pakdam Pakdai, Oggy and the Cockroaches amongst others. Nick Jr. (www.nickjrindia.com), which is ‘the smart place to play” believes that ‘education’ and ‘entertainment’ go hand-in-hand and is aimed at young parents and pre-schoolers. Internationally acclaimed shows like Dora the Explorer, Bubble Guppies, Wonder Pets, Team Umizoomi and Go Diego Go foster motor, memory, maths and language development in a child. The Nickelodeon channel also caters to teenagers in the latter half of the day with the Teen Nick block which showcases international sitcoms such as ICarly, Victorious and Drake and Josh. The newly launched Nik HD+ continues to engage with children through showcasing best of best content in high definition. The Nickelodeon cluster also boasts of an ecosystem that extends beyond television into Consumer Products, on-ground and digital platforms.

About CMCA
CMCA is a 17-year-old non-profit organisation that is a pioneer in Citizenship Education in India. Our mission is to transform young Indians into concerned, thinking and active citizens for an inclusive and sustainable India. We do this by engaging with young people at the grassroots in educational institutions and communities through experiential programmes that impart Citizenship values and Life Skills. Simultaneously, we work towards integrating Citizenship Education into educational policies and practices.
Currently, CMCA reaches 17,000 young people in 9 cities and 43 villages, in over 300 educational institutions. Read more about CMCA at www.cmcaindia.org

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