Viacom18, along with 700 student volunteers associated with the Children’s Movement for Civic Awareness (CMCA) today supported the city civic authorities by organising a clean-up drive across major beach promenades in the city. The beach clean-up is an annual event organised by CMCA, where scores of children from CMCA member schools participate to clean up the beaches after Ganapathi Visarjan. As a part of the ‘Chakachak Mumbai’ initiative, Viacom18’s flagship CSR project, the organisation has been partnering with CMCA for three years now, to support this cause. Popular Nicktoons Motu Patlu and Shiva joined the young volunteers, encouraging and motivating them towards environment friendly living and responsible celebrations. They were accompanied by popular actor Archana Nipankar of Colors Marathi show Radha Prem Rangi Rangali fame. Every year during the month of September, the streets of Mumbai play host to Ganesh Chaturthi celebrations and the grandeur of the immersion ceremonies. Besides all the fun and frolic, a large section of the society is still unaware of the pollution and environmental damage caused by ‘plaster of paris'(POP) idols and chemical paints. CMCA has always stressed on the importance of celebrating festivals in a responsible manner. As part of the learning process, children conduct eco-Ganesha campaigns in their schools and neighbourhoods to spread awareness about the environmental impact of POP and to encourage people to celebrate festivals in an environmental friendly way.