Indian network Big FM has launched Mask-a-thon, a campaign to encourage citizens of Delhi to prioritize health before fashion and wear masks without any inhibition.

The campaign aims to motivate people to wear masks while stepping out as the air condition in the city has been deteriorating at an alarming rate.

The station’s hosts including MJ Khurafati Nitin, MJ Jassi, MJ Yogi and MJ Simran are visiting highly polluted areas and key markets of the city to educate the residents and visitors.

A network spokesperson said: “We are concerned about the health of our listeners from Delhi NCR and how it is affecting their day-to-day lives. The city has been declared as one of the most polluted cities in the world. Through this campaign, we aim to challenge the status quo while encouraging our listeners to bring a difference in their lives by wearing masks.”

MJ Khurafati Nitin said: “I always feel proud and love to boast about the rich culture that this city has to offer. Considering the current scenario, it is disheartening to see the Air Quality Index go so high that it has been declared unsafe. I am certain that with this campaign we would be able educate more people and guide them in the right direction.”

BIG MJ Jassi said: “It saddens us to see what is happening around me in the city. We have always been vocal about issues which ended up affecting so many lives at such a large scale. The urge to come across fashionable can't be bigger than your well-being.”