Kanpur, June, 2014: Environmental cleanliness is of prime importance in today’s day and age. The industrial city of Kanpur has been recorded as the 9th most polluted city in the world! Taking forward an initiative for environmental sanitation in the city of Kanpur, 92.7 BIG FM has taken the initiative to gather support from local authorities and listeners to clean the holiest yet most polluted river of the country — River Ganga in Kanpur starting this World Environment Day. The revolutionizing campaign called ‘Chhora Ganga Kinare Wala’ launched today with a yagya at Ganga Ghat, 5th June and will be spearheaded by none other than 92.7 BIG FM’S morning jock, RJ Sid. While hosting his show LIVE from Ganga Ghat for a period of 10 days, the RJ will take complete ownership of the campaign to spread one simple message ‘If I can, you can’.

The river Ganga is the prime source of water for the city of Kanpur and recent reports by the pollution control authorities indicate the deteriorating quality of water due to alarming rates of contamination by the industries. 92.7 BIG FM’s ten day campaign will see RJ Sid become the Chhora Ganga Kinare Wala by taking ownership of Ganga Ghat. He will not only shift his LIVE studio there but will also be cleaning the Ghat with the help of listeners across the city, thus restoring hygiene as well as holiness of the river. Each day of the 10 day campaign has been charted out strategically by 92.7 BIG FM, where RJ Sid will be doing live shows on a daily basis to simultaneously update people with the progress of this novel campaign through the Ganga Ghat Safai Abhiyan capsule. He will also invite local authorities, listeners, NGOs, school kids as well as some prominent personalities on his live show to discuss the issues they face while cleaning the Ghat and the necessary action required to further the initiative.

Commenting on the initiative, Mr. Ashwin Padmanabhan, National Business Head, 92.7 BIG FM said, “Being a ‘Life Banao’ radio station, we are humbled to take this project to clean up the Ganga Ghat and what better medium to use than the power of FM radio. The initiative to clean up the Ganga Ghat has been taken up multiple times by the local authorities and the people but with very little results mainly due to lack of will. We are confident that our initiative will encourage the residents of Kanpur to be more responsible towards their environment and that we will receive unprecedented support to bring about positive changes in the city’s environment. ”

This World Environment Day, the campaign kick-started amidst listeners and the RJ participating in a yagya at Ganga Ghat. With a view to motivate people to stand up and better the environment which is in need of immense attention and care, 92.7 BIG FM’s campaign - Chhora Ganga Kinare Wala is aimed at being not only one of the most influential campaigns but also a campaign that will change the face of the country.
About Reliance Broadcast Network
Reliance Broadcast Network is a media and entertainment company with interests in radio, television and television production. The Company houses: 92.7 Big FM - India's No.1 FM Network with 45 stations, reaching over 4 crore Indians each week; Big Magic — a Hindi general entertainment channel featuring light entertainment shows; Big Magic Bihar & Jharkhand — a Channel with local content tailored for the region; Big Magic International — a channel targeted at the Indian Diaspora in the US and Canada; Big RTL Thrill — an action entertainment channel from the Company's joint venture with Europe's RTL Group; and Big Productions — its television content production division; For more information log on