MUMBAI: Nickelodeon, India’s leading kids’ entertainment franchise by Viacom18, is churning a new wave of change this Diwali by encouraging kids and adults to have a noise-free Diwali. With this initiative, this year Nickelodeon hopes to spread awareness about importance of noise-free Diwali and also reaches out to some of the most severely affected groups by the noise pollution caused during the festival.

One such group being affected the most owing to the noise of firecrackers is Mumbai Traffic Police. While we know the harmful effects of bursting crackers on our environment, seldom we think about the consequences of our act on traffic police-men who are on-duty during the festival. They not only affected by the air but also are affected by noise pollution generated by the fire crackers in the midst of an already high decibel noise of traffic. This Diwali, Nicktoon Shiva as a gesture of respect and gratitude to the department, gave away several sweet boxes to these traffic policemen.

Also affected are our little pooches who are highly sensitive to noise and face the brunt of noisy fire crackers! Several such munchkins, who we call family, get lost every year trying to escape from the loud noises of firecrackers and lose a home! To create awareness about the severe effects of noise pollution, Nickelodeon sends out Earmuffs to leading for their pets to not just protect them from the noise pollution, but to stir a conversation and create awareness on the same.