In an attempt to restore Ganga's sanctity, life OK held a seven day long event schedule in cities across Uttar Pradesh and Uttarakhand. Iknoor Kaur attended a discussion
Even media companies are working on innovative CSR ideas that ramp up their brand image. So on World Environment Day, life OK took up the cause of cleaning the Ganga, coining the phrase, “Ganga not OK, life not OK.”
Rather a smart way of linking the cleanliness of the Ganga with its flagship show, Mahadev.The Ganga was, after all, tamed by his dreadlocks and flowed quiet along India’s heartland.The channel worked with 25 schools in Haridwar and 60 schools in Varanasi over a week-long campaign to build awareness about cleaning the Ganga and reducing future pollutant loads.
The event started as a dialogue between people from different walks of life on one stage to discuss issues regarding Ganga’s cleanliness.The next six days had fun in store for children. With activities like painting on themes like ‘Ganga and my city.’ And a fancy dress competition, Nanhe Mahadev. “The team enrolled five to ten schools each day. This helped entertain children and made them aware about problems Ganga faces.
They also gathered 100 students from all schools, for a ‘ghat safai’ where they cleaned the banks of the river. An evening of entertainment was also arranged to close the event, with known faces like Mohit Raina and Rishiraj Pawar making an appearance.Though the event came to Allahabad and New Delhi only with a Samvaad, it successfully complete a seven-day parade in Haridwar and Varanasi.
The Maha Kumbh in Allahabad had lots of religious gurus and Shankracharyas on the same platform, educating the crowd against immersing dead bodies or dumping sewage in the river, keeping in mind the river’s religious affiliations.MP Tarun Vijay, BJP’s National Spokesperson commented, “If the Ganga is not brought back to its original self and cleaned, lives of over 40 crore people will be shattered.”
The main point of discussion was, ‘if Ganga gets polluted further, it will affect everyone.’ Shailendra Jha, Creative Director, life OK said, “It's our job as a mass medium to alert people about the urgency of situations, like this and work towards resolving problems.”Jha believed if people desire, dirt from the Ganga can totally be eradicated.
Making statements like, “Tere saamne toh apni maa bhi maushi jaisi lagti hai,” Tarun Vijay added, “Billions talk about not polluting the Ganga, but the same people dispose incense sticks, bindis and plastic in the river.”He believes 50% of the dirt is because of religious ceremonies during festivals and otherwise. He suggested that eradication of such ceremonies will hurt religious feelings, so a separate lake or similar arrangement should be made to prevent a clog in the water.
However, B D Tripathi, a member of NGRBA felt the government was failing in fulfilling its duty. He said, “If everyone gets together, we could protect Ganga.”looking the situation from another angle, Sumit Avasthi of Aaj Tak wondered, "Is the government waiting for this issue to become a central factor while managing their vote bankIJ "While Tarun Vijay suggested reimplementation of Nadi Jodo Abhiyan started by Atal Bihari Vajpyee Tarun Vijay was willing to take it forward.
He said that he would take charge of the cleanliness and monitoring of Ganga, ending with the assurance that within two years, dirty nalas entering the Yamuna would be treated.