Viacom: Get Angry!

The Chakachak Mumbai (Clean Mumbai) initiative, launched by the media group Viacom, used a social experiment with hidden cameras to direct the attention of digital audiences to the issues of cleanliness and personal hygiene.

Campaign details

Advertiser: Viacom MediaBrand: ViacomCountry: India

Situation analysis

Viacom18 launched its CSR program Chakachak Mumbai (Clean Mumbai) with its heart in the right place. While in our maiden year, at an on-ground level, we built 213 toilets and 15 toilet blocks in over 4 slum areas over a period of 3 months, and did our bit for behavioral change at the slums, we didn't want to stop there! We wanted to take our message to a wider audience. The audience that did not live in the slums. The challenge was not only to reach...

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