Campaign details

Advertiser: Viacom Media
Brand: Viacom
Country: 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 that mass audience but also to connect with them on an individual and personal level. We wanted to trigger a mindset and behavioral change.

Statistics show that Facebook video viewership has grown to 8 billion average daily video views from 500 million users. That's up from just 4 billion video views per day!

The challenge was to do something that could give Chakachak Mumbai (Clean Mumbai) a voice to reckon with and hit the audience where it hurts the most. The challenge was to grab the attention of the digital audience that typically loses interest in something every 8 seconds.

Objectives