Mahindra Holidays & Resorts India Ltd. and Confederation of Indian Industry (CII) Western Region kicked-off the School Outreach Program of “PHENK MAT MUMBAI”, an anti-litter campaign. Launched in partnership with MCGM, Phenk Mat Mumbai will encourage students from schools and colleges to become campaign ambassadors and create awareness among citizens of Mumbai on maintaining cleanliness in the city.
The objective of the campaign is to bring about a behavioural change among Mumbaikars to ensure that Mumbai becomes a clean city. The campaign will involve educating youth and training them to create awareness in society about good sanitation practices and implementing the same through a variety of activities and awareness drives.
In the first phase of the programme, close to 200 schools and colleges of wards A and F will be involved in creating awareness. The other wards in Mumbai will be brought in subsequently. The programme will reach out to over 3 lakhs students in the first phase through a range of activities such as school orientation programmes, poster making activities, quiz competitions, ‘zero-litter-week’ campaigns and street plays, etc. Principals of leading schools and colleges in these two wards attended a seminar organized by Mahindra Holidays and CII, to sensitize them about the campaign and to encourage participation.
Mr. Arun Nanda, Campaign Chairman, Phenk Mat Mumbai and Chairman, Mahindra Holidays said, “We believe that awareness and behavior change need to be brought in at an early age. Children can be good change agents who have the ability to influence others. Hence, keeping this in mind we are optimistic that with their help we will not only spread awareness but also inculcate the habit of cleanliness in society.”
Programme is managed by Centre for Social and Behaviour Change Communications (SBC3).
Mahindra Holidays, imbibes sustainability and environment conservation within its organization values, and stands committed to this. The Company works extensively with local authorities to spread awareness about importance of cleanliness and runs campaigns involving local communities at all locations they are present in across the country.
About Mahindra Holidays
Mahindra Holidays & Resorts India Limited (MHRIL), India’s leading player in the leisure hospitality industry, offers quality family holidays through vacation ownership memberships. While Club Mahindra is the flagship brand, the other brands offered by the company are – Club Mahindra Fundays and Svaastha Spa
As on March 31, 2017, MHRIL has ~218K vacation ownership members and operates 49 resorts across India and abroad and its subsidiary, Holiday Club Resorts Oy, Finland, a leading vacation ownership company in Europe has ~ 50K members and 32 resorts across Finland, Sweden and Spain.
About CII
The Confederation of Indian Industry (CII) works to create and sustain an environment conducive to the development of India, partnering industry, Government, and civil society, through advisory and consultative processes.
Extending its agenda beyond business, CII assists industry to identify and execute corporate citizenship programmes. Partnerships with civil society organizations carry forward corporate initiatives for integrated and inclusive development across diverse domains including affirmative action, healthcare, education, livelihood, diversity management, skill development, empowerment of women, and water, to name a few.
The CII theme for 2017-18, India Together: Inclusive. Ahead. Responsible emphasizes Industry's role in partnering Government to accelerate India's growth and development. The focus will be on key enablers such as job creation; skill development and training; affirmative action; women parity; new models of development; sustainability; corporate social responsibility, governance and transparency.
With 66 offices, including 9 Centres of Excellence, in India, and 10 overseas offices in Australia, Bahrain, China, Egypt, France, Germany, Singapore, South Africa, UK, and USA, as well as institutional partnerships with 344 counterpart organizations in 129 countries, CII serves as a reference point for Indian industry and the international business community.