Zee Entertainment Enterprises Limited (ZEEL) has announced its support for ‘Rally For Rivers’, a nationwide awareness campaign launched by Isha Foundation to save India’s rivers, in consultation and collaboration with the Ministry of Environment. Conceived by Sadhguru, the Foundation will rally from Coimbatore to Delhi, covering 13 states and 21 major cities, with Sadhguru himself driving the entire stretch of 6,560 km across India. As part of the campaign, ZEE will use the power and reach of its platforms to help drive awareness amongst all sections of society and the government, and encourage people to commit to the cause.
Punit Goenka, MD & CEO, ZEEL, commented, “Depleting rivers are no longer an environmental issue that can be ignored. The cause to revive our rivers is now a national agenda. As a responsible broadcaster, we want to use the breadth of our platforms to bring this cause to people’s attention and encourage them to actively join the movement. We cannot lay more emphasis on the fact that as citizens, we must concentrate our efforts and come out in full support so that Isha Foundation can present the River Rejuvenation Policy to the Government of India. We have full faith in the Government to implement the recommended actions, based on scientific facts.”
Sadhguru, Founder, Isha Foundation, said, “In just one generation, our perennial rivers are turning seasonal. Many smaller rivers have already vanished. If we do not act now to reverse this, the legacy we hand over to the next generation will be one of conflict and deprivation. This is not a protest. This is not an agitation. This is a people’s campaign to raise awareness that our rivers are depleting. Everyone who consumes water must Rally for Rivers.”
Sunil Buch, Head – Corporate Brand & Communications, ZEEL, added here, “In India, rivers hold a special cultural relevance and are seen as more than just a water body. Our civilization has developed on the banks of these rivers, and it is these rivers themselves which are now undergoing a drastic change. The time has now arrived where all citizens need to pledge their vital support to the cause of replenishing them.”
He further said, “At ZEE, our call-to-action campaign centers around two films which will run across all our platforms, reaching out to masses across the nation and driving home the message of ‘Nadi Bahegi, Zindagi Rahegi’. In the first film, our aim is to tap into people’s emotions and remind them that in our country, children are the cynosure of our eyes. We do everything for our children, so why not pick up our phones for their sake and give a Missed Call towards this cause. The second film, on the other hand, reiterates the harsh reality that if we do not take immediate action, the depletion of our rivers could threaten the very existence of life on this planet.”
ZEE’s two films have been conceptualised and executed by Lowe Lintas.