Life OK launches Mahadev Ganga Mahotsav

Landmark initiative to cleanse River Ganga of its impurities initiated in Haridwar

BestMediaInfo Bureau | Mumbai | January 10, 2013

Star India's popular Hindi General Entertainment Channel Life OK has launched Mahadev Ganga Mahotsav, an awareness drive to find plausible solutions to conserve River Ganga.

India's lifeline river Ganga continues to suffer from pollution despite efforts put in by various bodies to restore its lost health. The worsening state of the Ganga has affected millions of lives and requires firm resolve from all stakeholders to unite in their efforts to protect the river.

Life OK, guided by the philosophy of “Cherish what you have”, has strived to make a real difference to people's lives in its year-long journey. Mahadev Ganga Mahotsav takes the channel's intent forward and is a step to encourage general public to make efforts for preserving their beloved Ganga.

Mahadev Ganga Mahotsav covers four modules that include the Samvaad, School Contact Program, Mohalla & DTD (Door to Door) Contact Program and Ghat Contact Program. The School Contact Program involves children in creative activities while educating them on River Ganga's glory.  Mohalla & DTD (Door to Door) Contact Program will engage with women on a large scale and create awareness on the cause among the masses. The Ghat Contact Program will have a two-fold impact by involving students for Ghat cleaning programme. The Mahotsav will be concluded with an entertaining evening hosted by Manoj Tiwari and other well-known performers.

Ajit Thakur

Speaking at the launch, Ajit Thakur, General Manager, Life OK, said “Mahadev Ganga Mahotsav is an awareness drive aimed at educating masses on the deteriorating condition of River Ganga. It is also a well-intentioned step to jolt them from their slumber and inspire them to do their bit for India's national river. We are delighted to have launched this initiative in Haridwar and hope that people will take responsibility and transform into agents of change. Life OK and Samvaad will set the tone of action that is required to preserve the revered Ganga. It will aim at providing a hope to the residents of Haridwar in the future their city and its lifeline Ganga.”

Mahadev Ganga Mahotsav consists of a series of events that will bring to the fore many unresolved issues. The Samvaad in Haridwar will act as a platform for discussing and ideating ways to clean and save Ganga and motivate people to take action. An esteemed panel consisting of Shri Vijay Bahuguna, Honourable Chief Minister of Uttarakhand, Shrimati Amrita Rawat, Environment & Tourism Minister, Uttarakhand and Shri BD Tripathi, environmentalist & member of National Ganga River Basin Authority will discuss pertinent issues, including dumping, pollution and other factors that impact the health of the river, at the launch of Mahadev Ganga Mahotsav.

Reputed thought leaders and opinion makers such as Dr. Chinmay Pandya, Pro Vice Chancellor – Dev Sanskriti University, Haridwar and Gandhiwadi Purshottam Sharma, Vice President of Shri Ganga Sabha, Hardiwar will also participate in the Samvaad to deliberate on the current state of Ganga and efforts required to restore its health.

Mahadev Ganga Mahotsav will be held in eight cities across the states of Uttarakhand, Uttar Pradesh, Bihar, Delhi and West Bengal between January and May 2013. After Haridwar, the Mahadev Ganga Mahotsav moves to Varanasi followed by New Delhi. With hopes of becoming the harbinger of change, the Mahadev Ganga Mahotsav promises to take small differentiating steps that are essential to ensure a brighter future for Ganga.

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Info@BestMediaInfo.com