Mumbai: After organizing successful public awareness activities in Uttarakhand, Zee News? ?Saaf Pani Swasth Bharat? campaign reached Uttar Pradesh. The initiative is the channel?s endeavour to apprise people about the importance of clean water, the need to conserve it and draw their attention towards the plight of sacred Ganges.

In an attempt to connect and facilitate direct interaction, the next ground awareness activity was organized in Allahabad in association with ITBP & NGRBA on May 20, 2012. The event organized near the sacred Ganga bed was inaugurated by the Hon?ble Environment Minister, Mrs. Jayanti Natrajan. Appreciating the endeavour, she said ?Zee News? efforts to motivate people to conserve clean water and keep Ganga clean are highly appreciable. I am proud and privileged to be a part of this initiative.?

She added, ?Ganga is not only our national river but a symbol of India?s culture and aspirations. Ganga is our lifeline and it is our responsibility to uphold its purity. This initiative will aid in spreading the message about the need to keep it clean.?

The encouraging address was followed by the Hon?ble Minister felicitating winners of the painting competition organised by the city schools on the theme of ?Clean Ganga? The event culminated with the chief guest, reputed dignitaries and participants undertaking a pledge to keep River Ganges clean.

Speaking on behalf of Zee News, Marketing Head Mr. Rohit Kumar said, ?Both water conservation and polluted Ganga continue to pose a serious threat. For the second year, we shall endeavour to spread awareness about these threats and not only awaken people?s thought to it, but generate public response by inspiring them to act.?

MUMBAI: Zee News is launching the second edition of its ?Saaf Pani Swastha Bharat? initiative; an attempt to educate the masses about the importance of clean water and the need to conserve it.

Scheduled to launch today, the campaign aims at sensitizing people about the shortage of pure water faced across the world and educate them on ways to save it. This will be done through the telecast of educational TVC?s, tips to save water and informative programming. The initiative will also use other mediums for spreading awareness like print and radio.

This year the initiative will also include a river expedition being organized in association with elite Indo- Tibetan Border Police Force. The expedition is aimed at drawing people?s attention to the plight of the rive Ganga and the need to conserve it. The two-month long expedition will commence on 24 April from Gomukh and culminate at Gangasagar.

Zee News m will organize multi?city ground events comprising discussions, oath ceremony, signature campaigns and rallies across this route felicitating direct interaction with the masses.

Zee News marketing head Rohit Kumar said, ?Both water crisis and water borne diseases continue to pose a serious threat. For the second year, we shall endeavour to spread awareness about these threats and not
only awaken people?s thought to it, but generate public response by inspiring them to act.?