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. Year 1 we created a property called #GetAngry that provoked people to get angry about issues plaguing the society. It created quite a stir digitally. Year 2, the challenge was not only to reach that mass audience but also to connect with them on an individual and personal level, give them something to channelize their anger, and trigger a mindset and behavioral change.