MUMBAI: In a bid to contribute towards the betterment of the society, CNBC-TV18, a market leader in the English business news genre, undertook a noble initiative against marine pollution and litter in association with popular environmental activist - Afroz Shah and his foundation. The collaboration saw the broadcast channel and the foundation organize a special cleanliness drive on 14th September at Versova beach.

CNBC-TV18, since its inception, has been at the forefront when it comes to issues that matter. Marine pollution is one of the leading environmental issues that India is facing at present. Majority sections of the population are unaware of the hazardous implications that it possesses. Through this campaign, the aim was to call out to ‘environmental superheroes’ and urge them extend their support in cleaning the beaches and raising awareness on the irreversible damage caused by marine pollution. The initiative was further amplified via various multimedia tools that included digital, social media and broadcast. The campaign was promoted across Television, Social media and Radio interaction (via Ishq FM - Official Radio Partner), urging people to step out and help create a cleaner environment. 

Commenting on the initiative, Mr. Basant Dhawan, CEO – English business news cluster, Network18 said, “CNBC-TV18 has established itself as the trusted choice for the Indian audience. Through this initiative, we aim to educate and influence our viewers from across the nation to join hands and help in keeping our environment clean. Our endeavors towards the betterment of our society will continue through actionable conversations and on-ground efforts.”

Commenting on the initiative, Advocate Afroz Shah, an avid environmentalist said, “There is only one message that I would like to give is - Hard Work. We need to pull our socks up and start working hard towards the betterment of our community and society. Mother Nature is of paramount importance and we should start taking the lead in saving it and conserving it for the future. Non-Biodegradable waste is one of the biggest nuisances and I am glad that the younger generation is taking proactive measures towards a sustainable environment. We need an army in every city, in every area, taking responsibility and saying we care about nature.”