Chilla Matt, students tell noise polluters

Even as several citizens across Mumbai are taking to streets to raise awareness about adverse effects of noise pollution, a Bandra-based media institute, with help of anti-noise pollution activist Sumaira Abdulali, has initiated a campaign named 'Chilla Matt' to take on issues not only in its vicinity but also across city.

The campaign by four advertising students Raina Saxena, Iesha Chaudhari, Kantesh Keswani and Harshida Shah of Thadomal Shahani Centre for Media and Communication (TSCMC), Bandra (West), will involve a sustained social media campaign along with on ground activities involving the youth to sensitise them about no honking and other aspects of noise pollution.

"I had visited the college recently for a talk to speak about noise-related issues. After a few days, the students approached me and we had a meeting where they informed me that they have taken it up as a project and I was more than willing to help them," shared Sumaira Abdulali of Awaaz Foundation, adding that she had advised the students to come up with catchy one-liners and videos that will instantly appeal to the youth.

In fact, Abdulali as part of campaign has also suggested students to not only learn to measure noise levels but also promote citizens to keep monitoring it with basic smartphone applications that are available. "I have also suggested them to take up the busy Bandra junction in their vicinity and try to plan an innovative campaign, which can help bring down noise levels at this location as then it can be replicated at other junctions too," she said.

"We always wanted to take up a project that is not only exciting but also socially relevant. We have already started an online campaign using social media and have created a 'Chilla Matt' page on Facebook," said Raina Saxena, voicing that they will not limit their activity to just social media.

"While giving out live projects we want students to work on real time issues that affect a large number of people and also want them to come up with real time solutions and we are glad that we are getting support from Awaaz Foundation," said Joyanto Mukherjee, dean of TSCMC.

Harsh Desai, Academic Head of TSCMC who is also involved with the project, said that they will be targeting college festivals in a big way. "We want to focus on the youth and to make them aware that each time they honk unnecessarily they are seriously impacting health of people, and hence, college festivals are the best place to create the right awareness," he said, adding that the students also plan to use social media widely to sensitise people regarding noisy festivals without hurting their sentiments.