Indian network Big FM’s Kanpur station launched the second season of its campaign ‘Chora Ganga Kinare Wala’ on World Environment Day on June 5.

The five-day campaign was an initiative to clean the banks of the river Ganga (Ganges) and spread awareness about the need for preserving it.

It was spearheaded by RJ Sid, who also invited children to be active participants in the movement.

For the duration of the campaign Sid also shifted his studio to Sarsaiya Ghat on the banks of the river.

He gave live updates about the progress of the campaign through the ‘Ganga Ghat Safai Abhiyan’ capsule.

He also invited local authorities, listeners, NGOs, school kids as well as some prominent personalities on air to discuss the issues they face while cleaning the banks and the necessary action required to further the initiative.

Ashwin Padmanabhan, Executive Vice President & Business Head, Reliance Broadcast Network Limited said: “Inviting kids to drive the crusade was important for us as they are the future of our country and will be carriers of our nation’s development. We hope that our endeavor strikes a chord with the people and they actively encourage their children to participate and help in bringing about the change.”

RJ Sid said: “Children have a very simple and clear outlook towards life and we need to look at this campaign in a similar manner.”