How brands leveraged upon 'World Environment Day'

Celebrating World Environment Day has become very important across the globe to increase the awareness of taking care of the environment which we live in. As students we have learned the ways and means by which we can do so. As the population has also increased, human beings are using more and more natural sources and environmentalists are concerned about the depleting natural resources. With more vehicles and a high cost of living, most of us don't realize how directly we affect the environment in our daily lives. Unless or until we actively take responsibility and work towards making the world a better place to live in, the future will be bleak.

On 5th June, many of the media houses and companies came together and initiated special programmes to mark the occasion of World Environment Day.

Greenpeace is conducted an Environment Awareness Session at Hyper City on World Environment Day. Five volunteers helped built awareness on environment issues and conduct activities in the premises.

Activities like One on One Interactive Session where employees spread awareness on all campaigns and what can be done individually to support the environment was discussed. Pose for Renewable Energy was another activity where people can show their support for renewable energy by posing with a small model of windmill. Paper Bag Making was another initiative where HyperCITY showcased how a waste paper can be made and used as a bag along with distributing green bands to everyone around.

Raj Tyagi, General Manager, HyperCITY, Vashi said, "HyperCITY also gives free of cost merchandise like books, lunch boxes, apparels, bed Sheets etc to charitable NGOs every quarter. We are also working towards distributing our eco-Friendly bags at zero profits by selling them at cost price. We also distribute plants to increase greenery in the society."

Commenting on the responses of these initiatives, Tyagi said, "We are gaining the trusts of the valued customers & the society in which we operate. This has helped us in gaining the valued patronage."

Today more companies are going green with a conscious effort. Many offices are built in environment friendly manner. Tyagi further added, "We keep ourselves abreast with any news that can help us promote a green environment. In the past, we have undertaken a plantation drive and handed over our eco friendly poly bags to support the environmental cause. Also, we have a plant mall inside all our stores called the Go Green. Entrepreneur Bharat Soni put his love for gardening in this initiative of his. We at HyperCITY liked the concept and decided to take it on board. We also curtail our electrical consumption and help to reduce the carbon foot print."

Other programmes done for this year's World Environment day includes IIFA tying up with the United Nations Environment Programme, ahead of the Videocon d2h IIFA Weekend and Floriana IIFA Awards in Toronto, this June. In 2007, IIFA launched the concept of a "Green Carpet', replacing the traditional red carpet rolled out at all award shows, as a symbol of its crusade against global warming.

Television channels like POGO and Animal Planet has special programming for the day. POGO showcased the special episode of M.A.D. Recycling special that teaches kids the importance of recycle and how can that make different items with recycled goods. Animal Planet telecasted a programme that addressed the issue of the world's endangered wildlife with a marathon event featuring various programmes that take a look at species that are on the brink of extinction.

The Times of India was published on 100% green recycled paper on 5th June 2011 and the Economic Times Green to commemorate "World Environment Day' . The Economic Times championed the cause by turning green on 6th June 2011. The "Green Papers' published a special editorials and features around environment, including guest editorials by award-winning environment champions from across India.

Radio One embraced the "World Environment Day' through "94.3 Radio One NDTV Environment Day Special PYMD', a unique programming mix, dedicated to the environment cause. Radio One partnered with NDTV's special initiative "The NDTV-Toyota Greenathon' to execute this special programme under the umbrella of its exclusive property "Play Your Music Day' (PYMD).

Aliens Group conducted"Paint the World Green ' A Green Initiative Event' on World Environment Day, 5th June 2011.

These kind of initiatives help build more awareness and is a first step to saving the environment. However one should take care that it's not just an annual event. | By Janees Antoo [janees(at)adgully.com]