|
MUMBAI:
On Sunday 5 June, World Environment Day, English GEC Zee Café
initiates its ecological drive Green Turn. Nerolac has partnered
the initiative for the second year in a row. It has roped in partners
multiplex chain Cinemax and café chain Mocha to distribute
saplings. It has also tied up with with Hard Rock Café to
host “Green Turn Unplugged” night.
It
has also partnered GreenNGood.com to plant trees in Sothern Rajasthan.
the channel notes that 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.
The
broadcaster says that Green Turn is its way of contributing to a
greener earth by making even the smallest difference; because, that’s
how it starts.
Zee
Café business head Anurag Bedi said, “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”..
Last
year 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 5th June,
The World Environment Day and an initiative to reduce power consumption
on 7th June, in association with Hard Rock Cafe.
Nerolac
GM marketing Sukhpreet Singh 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 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 7th 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.
JSM
Corp co-founder, executive director Jay Singh 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.”
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.
| 
