Zee Café urges to take a 'Green Turn'

On the World Environment Day today, Zee Café launches several on-ground activity in partnership with Nerolac

BestMediaInfo Bureau | Delhi | June 5, 2012

Forests are widely called as Earth's lungs, but rapid growth of human population has forced these very lungs to reduce to half their original size. The alarming rate of deforestation, if continued, will soon bring life to an end on the Earth. Concrete jungles, factories spewing smoke, crowded roads crammed with traffic - certainly, humankind have come a long way from its humble beginnings. Environmentalists – both individuals and organizations, including the Food and Agriculture Organization of the United Nations, estimate that more than 50 per cent of the original forest cover has been lost since the beginning of the 20th century and what remains is disappearing at an alarming rate.

Zee Café believes that the world has reached a stage where the natural disasters that have been occurring in our world are not 'natural' anymore. Human beings and our creations are the cause of these disasters. It's time to stop, think, act and take a stand. Green Turn is Zee Café's way of contributing to a greener earth by making even the smallest difference; because, that's how it starts.

“Zee Café's Green Turn took birth in the year 2008. Saplings were distributed and people were asked to take an oath to protect and sustain the saplings all their lives – a promise we called The Green Oath. And since then our mission was supported by Bollywood celebrities like Bobby Deol, Ayesha Takia and Ritesh Deshmukh; models like Amrit Maghera and Nina Manuel. We are glad to have Nerolac partnering us for the second time in a row. With every passing year Zee Café has only widened the scale of this initiative and got more people involved. Stepping beyond the realms of a regular television channel, our initiative Green Turn has found an enthusiastic response - right from viewers to partners to the common man,” said Anurag Bedi, Business Head, Zee Café, explaining the thought behind this ecological initiative.

In 2011, Zee Café's Green Turn was launched in Mumbai, Delhi, Bengaluru and Pune, the channel helped coffee chain Barista's patrons take a green oath and 'adopt' saplings. On the eve of World Environment day – June 4th, 4pm onwards young environmentalists organized the sapling distribution event  Hiranandani Garden Powai, in an attempt to urge people to take a Green Turn. Zee Cafe conducted an eco event to create awareness about herbal plants and vermi composting as well as sapling distribution together with a tree plantation drive. On 5th June saplings in eco friendly bags were handed out at Barista outlets. Green Turn had on-air, on-ground and online promotion activities to spread awareness. An on-air promotion was done through promos on the Zee bouquet channels to support the cause. Also, trivia slates ran throughout the day inside the outlets. Standees, posters and banners were put up promoting the initiative at all Barista outlets, across the four cities. Saplings along with branded eco friendly postcards were given away in eco-friendly bags to patrons.

This year, as the world amasses a larger carbon footprint, Zee Café has decided to scale up this initiative to influence a larger population take a Green Turn. With a host of 'green minded' partners – Nerolac, Cinemax, Mocha, Hard Rock Café and GreenNGood.com – Zee Café has lined up major eco drives on 5^th June, The World Environment Day and an initiative to reduce power consumption on 7^th June, in association with Hard Rock Cafe.

Speaking on Nerolac's partnership, Sukhpreet Singh, General Manager, Marketing, Nerolac, said, “This is the second year in a row that we've associated ourselves with Zee Café's ecological initiative Green Turn.  Nerolac believes that sensitivity towards ecology is inherent and we have to create a safer and healthier world. It is heartening to see a leading English GEC raising awareness for the environment and we feel this initiative resonates with our corporate promise of helping Mother Earth take a Green Turn.”

On 5^th June, Cinemax multiplexes and Mocha coffee outlets across Mumbai, Delhi and Pune will have Zee Café's Green Turn stalls where patrons can adopt a sapling and take The Green Oath to protect and nurture the same.

In a bid to cut down its energy consumption, Hard Rock Café has partnered Zee Café to host a Green Turn Unplugged night on 7^th June across the cities of Mumbai, Delhi and Bengaluru. In keeping with the promise of making the world a greener place, the Green Turn Unplugged initiative will see Hard Rock Café playing host to bands Dischordian (Mumbai), Suahil & Adi (Delhi) and Pushing Tin (Bengaluru) who will be giving a live acoustic performance.

Jay Singh, Co-Founder and Executive Director, JSM Corp Pvt. Ltd. said, “We have always shown a strong sense of responsibility towards our environment and other social causes as well. The environment is a matter of great concern amongst all Indians today and it's high time that we wake up to this cause and create awareness in our own unique special way. Zee Café's initiative resonates with our belief and hence we decided to create a unique property called Green Turn Unplugged. We will celebrate World Environment Day the HRC way with live acoustic music and a vibrant atmosphere.”

Keeping in mind the old saying, “where there is a tree, there is life”, Zee Café has also tied up with GreenNGood.com's Plant a Tree drive. GreenNGood.com, in association with Seva Mandir (a NGO noted for its afforestation program in Southern Rajasthan), facilitates one to plant a tree in Sothern Rajasthan. As part of this initiative, each patron would receive a certificate stating his commitment to having taken a Green Turn and would also receive periodic updates of the project. Keeping up with the spirit of Green Turn, Hard Rock Café will be hosting this initiative at their Mumbai and Delhi cafes.

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