Being in the business of entertainment Moser Baer joined hand with PVR Nest, a social wing of PVR cinema, and evolve concept of CineArt. CineArt was an attempt to bring children closer to their city and their cultural heritage, through the medium of cinema and art. This project was aimed at displaying the feelings, imaginations, dreams and ideas of children on their city and heritage. Considering young children as the “Agents of Change”, 1000 children from 21 schools, ranging from public to private schools and the NGO-based were encouraged to participate in this event. The convergence of different schools was aimed at inclusion of marginalized children, who are talented but do not get opportunity to exhibit their talents due to various socio-economic restraints. These children were engaged in numerous creative activities like painting and filmmaking initially. They were given the theme, “Our World”, on which they were asked to reflect and then put it on the canvas, drawing on their imagination and ideas. Out of these 1000 children , 88 Cine Artists were selected by a five-member jury, who were further equipped with content and technical training through workshops on film-making. This comprised training by professionals on Poetry & Music, Movement & Mime, Script Writing, Dance & Drama, and Art & Design. These Cine Artists had then developed short films based on the theme, ‘Our World’. They applied their imaginations to interpret their perceptions of the world around their city, environment and heritage, along with utilizing the skills taught to them. These shorts movies would be included in the home videos of Moser Baer India limited for wider dissemination of the issues.