Mumbai: Network18, India’s most diversified media conglomerate has launched a campaign for public awareness on cleanliness, called ‘India Hoga Clean’. In its first phase, the campaign focusses on four places namely Mumbai, Pune, Goa and Bengaluru. The Network will use the strength of its reach to amplify the message of ‘pro-active hygiene and cleanliness’ which has been an important agenda for not just the current center and state governments, but has also been highlighted by critical media like films, social media and advertising.
Speaking about the initiative, Joy Chakraborthy, CEO- Forbes India and President- Revenue, Network18 says, “Clean India is one of the most ambitious projects that the country has embraced today. Not only is it a matter of pride, but also a sense of responsibility that has driven us to second it using the prowess of our network. We have embarked on an aspiring journey of change and through our television and digital network are making efforts to inspire this change in the perceptions, notions and norms which govern citizens, and governments across the country.”
As part of the initiative four episodes dedicated to Mumbai, Bangalore Goa and Pune will be aired on CNBC-TV18 and CNN-News18. These episodes will focus on the work done by different activist groups in these cities to maintain hygiene and cleanliness in different localities. Spread over a period of three months, the campaign has a micro-website dedicated to cleanliness, where people can take a pledge to support the cause and also share inspiring stories of unsung heroes who are already working in this area. During the course of the campaign, the Network will also host cleanliness drives involving NGOs and Schools.
“Citizen Groups along with NGOs are organizing drives and working hard to achieve the goal of a clean and green India. In the wake of such a movement, it is imperative for media to get actively involved in facilitating public participation, involving high profile influencers and initiating a dialog with local community groups to support the cause. There has to be a fundamental shift in the mindset to initiate action and see results” added Joy.
Pledges and support for the campaign can be made on http://www.firstpost.com/indiahogaclean/ and individuals can share their stories and contribute using #Indiahogaclean. The campaign will culminate in an award ceremony to facilitate individuals and groups doing extraordinary work in this space.