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...