In commemoration of World Environment Day, Reliance Games has announced an initiative aimed at raising awareness about the hazards of plastic among children and youth.
Building upon the success of its last year's campaign, the studio is expanding its efforts to support the UN Environment Programme's (UNEP) Tide Turners Plastic Challenge for World Environment Day.
This global initiative engages youth in addressing the urgent issue of plastic pollution, which poses a threat to life in oceans, rivers, and land.
Reliance Games will incorporate the issue of plastic pollution into its popular game, Little Singham, and introduce a new game, Little Singham Cycle Race, both designed to educate and entertain players.
POGO’s Little Singham, the animated IP, with its unique and quirky storylines, has been engaging kids. Reliance Games will expand its program with two of its titles, Little Singham and Little Singham Cycle Race.
These games will embark on a new campaign to educate players about the detrimental impact of plastic pollution.
The in-game activation is part of Reliance Games' support of Playing for the Planet (www.playing4theplanet.org), an initiative facilitated by UNEP which works with the games industry to decarbonise the industry and test green activations in games.
Through gameplay mechanics, players can actively collect virtual plastic bottles and prohibited plastic items, reinforcing the significance of reducing, reusing, and recycling plastics.
Both games prominently feature the World Environment Day "Only One Earth" logo, underscoring their commitment to global environmental preservation.
Atul Bagai, Head of UNEP's office in India, emphasised the importance of raising awareness among young people, stating, "At UNEP, we were impressed to see the integration of the plastic theme in Little Singham that saw some 250 million virtual plastic bottles collected in the game. Educating people about what actions we can all take to change our relationship with plastics is key. We need more games like this serving to educate and inspire more young individuals to become environmental advocates and help us to Beat Plastic Pollution."
Uttam Pal Singh, Head of Kids Cluster, Warner Bros. Discovery, said, “POGO's beloved kid supercop, Little Singham, has been a fan-favourite for years and with his traits of bravery, responsibility, and honesty, has entertained and inspired kids across the country. We believe that today's youth and kids are the drivers of tomorrow's change. With Little Singham as the messenger, in collaboration with Reliance Games, we aim to raise awareness about the concern of plastic pollution and inspire kids in fun and engaging formats to bring a positive and responsible attitude towards climate change."
Amit Khanduja, CEO of Reliance Entertainment - Digital, said, "We are proud to strengthen our relationship with UNEP’s Playing for the Planet initiative, and our esteemed partner, Warner Bros Discovery, in raising awareness about plastic pollution through our games. Our goal is to reach an impressive milestone of 100 million runs and 50 billboards per game, maximising our exposure to spread the message. Our belief has always been that our games, enjoyed by over 500+ million gamers worldwide, can serve as a platform to deliver impactful messages. This year, our collaboration with UNEP, on this theme, around World Environment Day, aligns with the Swachh Bharat Abhiyaan initiated by the Government of India, enabling us to reach children and young adults who love playing games and are fans of Little Singham. Through our games, we are delivering a crucial message that resonates deeply."
This collaboration is part of the Playing for the Planet initiative, launched by UNEP in September 2019 at the UN Climate Summit. The initiative aims to mobilise the gaming industry to create awareness about pressing environmental issues.