MUMBAI: Radio City has launched the First Crush… Kar Ke Dekho campaign in Jaipur in collaboration with the Indian Railways and thus reaffirmed its commitment towards developing sustainable and pollution free cities in India. The campaign aims to enlighten the importance of recycling plastic and working towards making Jaipur plastic free.

To raise awareness on-air, Radio City Jaipur’s RJs- Parul, Ved and Nupur encouraged listeners to share their first crush stories and later revealed the true motive behind the campaign. They urged them to take a pledge to recycle plastic waste. RJs visited various places in Jaipur including railway stations to initiate a cleanliness drive by educating travellers on the use of bottle crushing machine for discarding used plastic bottles. To amplify the message of cleanliness across masses, Radio City’s team will also paint the walls of the Jaipur station highlighting the hazards of single-use plastic. The campaign also generated awareness on replacing plastic bags with cloth or paper bags, emphasizing that change initiates with small steps that we undertake.

As per the Central Pollution Control Board’s report, India generates over 15,000 tonnes of plastic waste daily. Jaipur, which is a UNESCO World Heritage site, grapples with the menace of plastic waste, most of which comes from single-use plastic like plastic bags and water bottles.

With First Crush… Kar Ke Dekho initiative, Radio City stays true to its brand philosophy of Rag Rag Mein Daude City and continues to leverage the power of radio to bring about a positive change in the society.