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Zee Café launches Green Turn initiative in 4 cities

'Green Turn' had on-air, on-ground and online promotion activities to spread awareness, which started on May 30.

June 9, 2011:

Zee Café celebrated World Environment Day on Sunday, June 5.To commemorate the occasion and create an awareness for the cause, Zee Café, the English general entertainment channel launched an initiative 'Green Turn', in four Indian cities.

Through the initiative that was launched in Mumbai, Delhi, Bengaluru and Pune, the channel helped coffee chain Barista's patrons take a green oath and 'adopt' saplings, and participate in creating a greener environment.

Zee Café had taken up on the cause of making the planet a greener place with ‘GREEN TURN’ four years back. Year after year Zee Café has been taking initiatives to address this cause on a wide scale. On the eve of World Environment day - June 4th, 4pm onwards young environmentalists organized the sapling distribution event along with Zee Café’s Green Turn at Hiranandani Garden Powai. Zee Cafe conducted an eco event to create awareness about herbal plants and vermi composting as well as sapling distribution together with tree plantation spree. On 5th June sapling drive along with eco friendly bags was handed out at Barista outlets.

Regarding 'Green Turn', Anurag Bedi, Business Head, Zee Café, says, "We believe that the world has reached a stage where all the natural disasters that have been occurring in our world are not 'natural' anymore. We are the cause of these disasters. It's time we stop, think, act and take a stand. Green turn is Zee Café's way of showing we care by making even the smallest difference; because, that's how it starts."

'Green Turn' had on-air, on-ground and online promotion activities to spread awareness, which started on May 30. An on-air promotion was done through 30-second promos on the Zee bouquet channels to support the cause, and the on-ground activities were undertaken around 10 times in a day. Also, 10-15 seconder trivia slates ran 5-6 times a day inside the outlets.

Standees, posters and banners were put up promoting the initiative at all Barista outlets, across the four cities. Ten thousand Cards4U free Zee Café-Green Turn branded postcards were also placed as give aways. The saplings were given away in eco-friendly bags to patrons.

Online promotion of the initiative was also done like Green Turn micro site on and facebook Posts and virtual sapling app to promote the activity starting 30th May.

Zee Café's core audience being in the age bracket 18-34, the audience the channel was targeting through the initiative coincided with Barista's, 15-44 SEC AB, males and females.

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