Taking its environment campaign into its fourth year, NDTV celebrated the NDTV-Toyota Greenathon on May 20. With a focus on recycling waste, the 12-hour long marathon was telecast on NDTV channels. The Green initiative raised Rs 8.89 crore, which will be used to benefit 508 villages.
Joining the grand celebrations of Greenathon 4 were film personalities, celebrity chefs, composers and singers, Chief Ministers, Members of Parliament, stalwarts of the corporate world, school children and citizens from around the country.
Talking to exchange4media about the impact of Greenathon over the years, Vikram Chandra, Group CEO, NDTV said, “I think Greenathon has been the most successful initiative undertaken in the Indian media space in terms of impact. As part of this drive, we have been able to raise enough money to light up more than 1,000 villages and over 50,000 households.”
Dr Prannoy Roy, Chairman, NDTV Group thanked The Energy and Resources Institute (TERI) for making the initiative a success.
The corporate world led the donations spree with Indus Tower donating Rs 5 crore and Power Finance Corporation donating Rs 3 crore. Not to be left behind, Bollywood too opened its heart – Shah Rukh Khan has adopted 12 villages, while Aamir Khan has adopted five villages.
Once again supporting this Green initiative and raising awareness about the environment, actor Milind Soman ran 1,500 km in 30 days, ending his Green run on May 20 at the Yash Raj Studios in Mumbai. This run has been recognised as a world record by the Limca Book of Records.
NDTV had launched a month-long campaign leading up to Greenathon. This year’s campaign was launched in April in Agra with a ‘Clean the Yamuna’ drive by brand ambassador Priyanka Chopra. Moreover, multiple media platforms such as television, radio, print ads, hoardings and social media were used to engage the various audiences.
In an attempt to mobilise a mass movement, plastic/ recyclable waste collection centres, supported by Tetra Pak and Attero, were set up across New Delhi, Mumbai, Kolkata, Chennai, Bangalore, Phagwara (Punjab), Dharamshala and Nainital.
NDTV-Toyota Green campaign was launched in April 2008 with the aim of creating awareness about the environment. The campaign is supported by Dr RK Pachauri and TERI. As part of the campaign, NDTV organised India’s first telethon in 2009 – The Greenathon, a fundraising event that encouraged people to donate money to support TERI’s ‘Lighting a Billion Lives’ initiative, which aims at providing solar power to villages without electricity.