| MUMBAI:
As part of its India based series, ING: India-larger than life National
Geographic Channel (NGC) will showcase Ganges on 13 February at 11 pm.
Being one
of the major rivers of India, the Ganges holds great importance in the economic,
social and cultural life of the people. NGC
notes that Ganges is the most venerated river on earth. On its 2,500 km journey
from source to sea, it flows through the physical and spiritual heart of India.
To bathe in these waters is said to purify the soul, to die on the river bank
is to gain entry to heaven. The Ganges’ spiritual influence is matched by
its physical power; the river and its tributaries support half a billion people. But
today, a crisis is looming which threatens to turn this river of life into a river
of death. As India’s population keeps growing, the pollution created by its
people is defiling the waters which they worship. Each year, over a million young
children are poisoned by this river. Today the Ganges, though holy, is less than
pure. ING
Life director – marketing and communications Amit Gupta says, “We are
glad to be the title sponsors for ‘India–Larger than Life’, a programme
that tries to understand India and its various elements. At ING, we understand
the way people across India look at money, and hence see the programme complementing
our brand. This sponsorship will help build a positive brand disposition”. The
channel has also created a special on-air and on-line contest around ING: India-larger
than life. Here
viewers can win Nat Geo merchandise by answering a simple question about India.
They can either log on to www.natgeotv.co.in/india or send in their answers to
the questions asked on-air via SMS. | 
