MUMBAI: Animal Planet has launched fifth annual campaign to protect and conserve the tiger population in India with actress Sonakshi Sinha as the face of the campaign.

As part of Animal Planet’s 2016 ‘Where Tigers Rule’ campaign, the channel will offer viewers a peek into the lives, habitats, behaviour of various tiger species from 1 March every day at 9 pm.

Tweaking a popular dialogue from one of her films for this campaign, Sinha said, “Danger se darr nahi lagta, endangered se lagta hai.”

The campaign will bring captivating stories of tigers – their co-existence with humans, the threatening environment and the conservation efforts of leading experts from India and around the world. It has been filmed in breathtaking landscapes located in India’s forests, grasslands and protect reserves, including Madhya Pradesh’s Kanha and Bandhavgarh National Parks, Uttarakhand’s Jim Corbett National Park, Rajasthan’s Sariska and Ranthambore National Parks, West Bengal’s Sunderbans, and Maharashtra’s Tadoba.

Discovery Networks Asia-Pacific EVP and general manager - South Asia Rahul Johri said, “My entire team feels deeply gratified that the tiger population in India has increased in the last few years. The campaign attempts to bring attention to the imminent danger to tigers and to sensitise millions of viewers through breathtaking programming. We are ecstatic that we have made a small and vital contribution. The challenge is far from over and we will continue to invest our resources and energy and lead the campaign from the front.”

Expressing the true passion for wildlife Sinha added, “I feel fortunate that I can participate in this wonderful cause and be a change agent. I believe that humans have to respect other species and their habitats and adapt to co-exist. My parents took me to a national park to see a tiger and I would certainly love to take my children one day and show them this magnificent creature.”