Jammu, September 27, 2023: The rivers in India are known for their cultural significance and history spanning millions of years making them essential lifelines of our country. Throwing light on the significance of rivers of Jammu & Kashmir, BIG FM, one of the leading radio networks in India, has joined forces with Virasat, INTACH and SMVD Narayana SSH, Katra for its latest campaign ‘Rivers of J&K’, led by RJ Juhie. The initiative aims to bring forth the untold stories of rivers of J&K and raise awareness about the importance of water resources.
The campaign was recently commenced by RJ Juhie, who invited historian Dr. Mrinalini Atrey, to discuss and share insights on the historical and cultural relevance of different rivers of Jammu & Kashmir. She awe-inspired BIG FM listeners with insightful stories of different rivers and the importance of preserving and protecting them. Furthermore, an on-ground event was conducted on the banks of river Tawi for the school kids with various inter-school competitions such as painting and quiz competitions amongst others. The initiative offered a unique experience for the kids to connect with the essence of the water resources in J&K and get insight on their significance. The event culminated with a picturesque Tawi Aarti in which members of the Tawi Aandolan organization also participated.
Students took part in an inter-school painting competition which was judged by Jammu’s ace artist Mr Suman Gupta. Sachika Gupta from DPS, Jammu secured the 1st position; while Barsha Singh from BSF School and Vaishnavi Patil from St. Xavier Convent Sr. Sec School, Barnai secured the second and third position respectively. Rupank Gupta of DPS Jammu; Vanshika and Urvashi from BSF School bagged consolation prizes. In the quiz competition, the team of DPS Jammu comprising Arihant Manhas and Jenna Nuryn was declared the winner. Trophies, books on J&K’s history and certificates were given to the winners by Mr Suman Gupta, Mr Pradyumn from SMVDNSH Katra, Dr Mrinalini Atrey from Virasat and RJ Juhie. Participation certificates were also awarded to all the students.
Speaking about the initiative, Sunil Kumaran, COO, BIG FMsaid, “We are proud to present yet another campaign on the importance of water resources through Rivers of J&K. The initiative not only raises awareness on the water conservation issues, but also celebrates the rich heritage and culture of the rivers of India. The on-ground activations of the campaign gives an opportunity to share insights with the young minds for them to preserve these essential water bodies. We would like to congratulate all the winners and participants who showcased their creativity and knowledge and joined us in our endeavour.”
‘Rivers of J&K’ is yet another campaign that is in line with the radio network’s brand philosophy of Dhun Badal Ke Toh Dekho and reflects the shared commitment of BIG FM towards advocating for a sustainable future for the people of our nation.