Coinciding with World Earth Day on April 22, The Times of India and Garnier came together to launch a 45-day ‘green’ initiative called ‘Take Care, Take Charge’. Centre for Environment Education is the knowledge partner for this campaign.
‘Take Care, Take Charge’ is a one of its kind youth centric, eco-friendly campaign designed on the platform of recycling paper. The campaign involves inviting the youth to play a thought leadership role by sharing green ideas related to the environment – namely, water conservation and pollution, energy generation and conservation, recycling and waste management, transportation and vehicular pollution , heritage and conservation of culture, and biodiversity and greening.
Ideas from six cities – Mumbai, Delhi, Bangalore, Chennai, Hyderabad and Kolkata – can be sent by registering on the website www.takecaretakecharge.in. Every idea received by Garnier and The Times of India will buy 10 kg of paper for recycling. These ideas will be judged on the parameters of relevance to topics mentioned, originality, implement friendliness of the idea, impact/ scale of the idea, implementation cost of the idea (approximate) and approximate timeline for implementation of the idea.
Ten ideas per city would be finalised on the set parameters by the Centre for Environment Education (CEE). One idea per city will be chosen by a panel of judges comprising of environmentalists, government officials and CEE officials. The six winners will then go on to meet an elite team of panellists around June 1 to create a special environment skewed edition. The winning ideas will be shared with respective bodies aligned to the campaign and the ideas will be recommended to the government bodies for implementation or further development.
“We are very proud to be associated with this initiative. Garnier has a longstanding relationship with nature and this is seen in our brand philosophy where we are inspired by nature to create technologically advanced products and, more importantly, give back to nature by being pro-actively environmentally friendly,” said Vismay Sharma, Director, Consumer Products Division, L’Oreal India.