Woodland partners with MTV to protect the environment

Riding on its high brand spirits, Woodland ' the leading adventure wear brand partnered with MTV to announce a unique initiative "ECO-LUTION'. The campaign is one-of-its kind in the digital space encouraging youth to plant trees & preserve the environment. ECO-LUTION echoes Woodland and MTV's strong commitment towards mother earth, creating awareness about the need to protect the environment through an eye-catching, user friendly destination site and the use of social networks like Facebook.

A three month long campaign, ECO-LUTION aims to empower and encourage today's youth to join the online movement. The fans will plant virtual trees in cities of their choice on a map of India displayed on both, the destination site and Facebook. The top 5 cities with the maximum number of virtual trees planted will win because of fans' awareness and commitment towards the "Green Environment' concept. The campaign empowers the fans to add digital signatures that will support the petition to save Indian forests. Each signature will count towards the planting of a tree. At the end of three months, Woodland and MTV in association with NGO "Give India" will initiate the on-the-ground tree planting initiative in the winning cities. Currently there are 5550 trees that have been planted virtually in Delhi.

Speaking on this occasion, Harkirat Singh, Managing Director, Woodland, said "We at Woodland strongly believe that environmental consciousness and responsibility is imperative for every individual. We are proud to launch this initiative and seek support of its conscious customers and fans to protect mother earth. Our products and processes have always focused on greener means and this initiative follows our universal mission. Our goal is to inspire the next generation of enthusiasts and increase their participation in conservation of nature. ECO-LUTION is a part of Proplanet - a community at Woodland committed to make Earth, a better place to live".

Aditya Swamy, Channel Head, MTV India, said, "MTV aims to do much more than just entertain... leading and educating are key objectives as well. Young people want and be the change agent our planet needs. One step now is the beginning to doing much more in the future. Here's to Youth Power "

An ECO-LUTION contest for the most creative "evergreen" slogans ran in the month of October, 2010 with fan submissions on Woodland's Facebook page. The winner will be awarded at an event in Mumbai and would be given a special gift vouchers from Woodland. An MTV VJ will gift seed samples & wrist bands to all. Additionally, exclusive video segments of India's top Entertainment Celebrities sharing their views on "Being Green" will telecast soon.

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