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Zee News Launches Massive Campaign For My Earth My Duty

Largest tree planting drive is supported by 360 degree campaign including TVCs, print and digital campaigns.

Rajat Arora | Delhi | August 24, 2010

As we get a day closer to Zee news’ ‘My Earth My Duty’ campaign, the excitement reaches to a new level. The largest tree planting drive has been supported by superstar like Aamir Khan and pioneer of Chipko movement Sunder lal Bahuguna. With all this, zee news has also aggressively initiated a 360 degree campaign.

The news channel has got a series of in-house TVCs made, which say ‘Agar ab chuke to bahut der hojayegi’. There’s also a print campaign running in newspapers which says ‘if we miss out now, soon it will be too late’. The creative has been designed by McCann Erickson. The print campaign will appear tomorrow in major nation dailies. The channel has also used social networking sites like Facebook and Twitter extensively to touch the base with the youth of India.

The campaign ‘My earth My duty’ is a social initiative aimed at engaging various members of society to sensitize and encourage them to take concrete action towards mitigating the effects of Climate Change.

Speaking to BestMediaInfo.com, Rohit Kumar, DVP and Head - Marketing, Zee News, said, “This is not a brand building campaign, the main thought behind this campaign was that people should not only be made aware about the climate change and its repercussions but should also be made to act. And we’ve been quite successful in doing that.”

Kumar, who is the brain behind this campaign also said, “We are not going to end this campaign after planting trees only. We’ll take it forward from here and will soon come up with more innovative ideas to save mother earth.” Earlier also Kumar has pioneered initiatives like ‘India First’ and ‘Aapka Vote Aapki Takat’ for Zee News.

Tomorrow Zee News with its partners will plant six million trees in 2.5 lakhs villages of this country. If you want to be a part of this social cause and want to contribute your bit in saving the environment, just log on to www.zeenews.com/my earth and register yourself. Zee news will plant a tree on your behalf.

Rajat.Arora@BestMediaInfo.com

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