Zee News; Painting India Green

Aims record 60 lakh plantations on 25th August, 2010 making it a largest on ground campaign.

Rajat Arora | Delhi | August 23, 2010

Zee news is all set to paint India all green with its campaign 'My earth My Duty'. The campaign 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.

The channel has partnered with Ministry of Youth and affair, NCC, NSS, Ecology Task Force, CRPF and various schools to plant around 60 Lakh trees in 2.5 Lakh villages. With all this, Zee news will also register its mammoth tree planting drive in Guinness Book of World Records.

Speaking to BestMediaInfo.com, Barun Das, CEO, Zee News Ltd said,” Zee News Limited has always been extremely conscious of its role as the fourth estate. Besides our core business of disseminating news, we have made concerted efforts at engaging people in what is important for our society, nation and future.”

Earlier also there have been similar campaigns by media organizations, the last been Greenathon by NDTV.

While making BestMediaInfo.com acquaintance with the thought process behind this campaign, Das asserted, “It can be said that the 'My Earth My Duty' campaign has been path-breaking in terms of the impact it has made on the ground. The green drive aims at the plantation of six million trees, which is a colossal number. Besides, we are also holding several ground events in association with the Ministry of Youth, Territorial Army, CRPF and the NCC. You can well imagine that the reach of the initiative across the country will be unprecedented.”

In past also Zee News has been quite active in picking up issues of social concern. Informing BestMediaInfo.com about the endeavors which Zee News has made in past to promote the social causes, Das stated, “It is not the first time that Zee News has been involved in activities that affect all of us. During elections, we had urged citizens to come out in full force to exercise their right to vote through the 'Aapka Vote Aapki Takat' programme. We also pay our tributes to the real heroes of our country with 'Ananya Samman'. We feel that achievements of those whose contribution is indispensable to society and nation building must be lauded, and so must be the valour of our soldiers who keep the borders secure and fight internal threats.”

When asked about the role which media can play in promoting such causes, Das said, “Our idea is to play a meaningful role in promoting social causes, and all these initiatives fit into our vision of media responsibility.”

Zee news along with its partners will plant 6 million trees in 2.5 lakhs villages on August 25 (Wednesday).

Rajat.Arora@BestMediaInfo.com

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