Jammu, 18th June 2023: Celebrating the significance of water resources, BIG FM, one of the leading radio networks in the country, has joined forces with the Ministry of Culture, Government of India, and has embarked on a monumental journey with its campaign ‘Jal Yatra’ at Maharaja Hari Singh Park, Jammu. As an integral part of the ongoing celebrations of ‘Azadi Ka Amrit Mahotsav’, this initiative aims to enlighten listeners about the untold stories of rivers and raise awareness about the importance of water resources. Mayor of Jammu Municipal Corporation Sh. Rajendra Sharma was the Chief Guest of the occasion. Speaking at the outset Rajendra Sharma said “Tawi River is of vital significance in Jammu City and I am delighted to be a part of the initiative. I appeal to Jammuites to have a sense of pride and responsibility toward our nation’s rivers and make efforts to preserve the rivers.
The initiative offers a unique opportunity to the listeners to connect with the essence of our rivers and get an insight on their significance. The campaign, which spans 12 weeks, commenced last month and will culminate on 1st August 2023. In a collective effort to drive consciousness amongst the people, a cultural event was held in the city of Jammu on 17th June with cultural performances by DPS students. They mesmerized the audience with soulful songs with an aim to raise awareness on water conservation, several attendees gathered to be part of this unforgettable event. The radio network extended an invitation to the listeners, encouraging them to come and be a part of the enchanting musical night.
Speaking about the initiative, Sunil Kumaran, COO, BIG FM said, “We are delighted to partner with the Ministry of Culture for the distinctive ‘Jal Yatra’ campaign. It’s an incredible opportunity for us to engage and enlighten our listeners about the vital significance of water resources. It is a meaningful endeavour, aligning perfectly with the spirit of Azadi Ka Amrit Mahotsav, instilling a sense of pride and responsibility towards our nation’s rivers. Rivers hold a sacred space in India and together we are determined to create a transformative ripple effect, preserving these invaluable lifelines for generations to come. With this campaign, we hope to continue to remain at the forefront of more such purpose-led initiatives.”
This initiative reflects the shared commitment of BIG FM and the Ministry of Culture toward advocating for a sustainable future for our rivers and our nation. Supported by the Ministry of Jal Shakti, the campaign is celebrating the rich culture of the rivers of India across 58 cities. In addition to Jammu, BIG FM will also host grand musical concerts on the river beds of Surat, Varanasi, Guwahati, and Trivandrum. The campaign is being extensively promoted across on-air and digital platforms of the radio network coupled with pervasive on-ground activations.
Prominent among those who were the panelists of the discussion on ‘Jal Yatra’ included Mr. Rajinder Sharma (Mayor, JMC), Prof. Lalit Mangotra (Academician), Prof. Bhola Nath Sharma (Environmentalist), Dr. Mrinahini (Cultural Heritage Promoter), Chander Mohan, (Advocate) and Anil Sharma (Educationist).