The initiative kicked off a beautification programme of 36 Suburban Railway stations here. Through their association with Mumbai First, Viacom18 has adopted three suburban railway stations namely Andheri, Vile Parle and Ghatkopar.
Speaking at the event, actor-producer Anil Kapoor said in a statement: "This is terrific. So many people, from all walks of life, coming together to make Mumbai's lifeline - our railway system - jhakkas! And what better time to kick off this collaborative effort to give back to society than during Daan Utsav on Gandhiji's birth anniversary."
This is part of Daan Utsav (formerly known as Joy of Giving Week), an annual festival, on the occasion of Gandhi's birth anniversary. It 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 to 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.
"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," added Sonia Huria, Head, Communications and CSR, Viacom18.
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.
