MUMBAI: The National Geographic Channel has launched a special music video, Earth - 'A Song for Life' dedicated to World Earth Day. It is a special song to inspire people to save the planet. Staying true to the National Geographic Society's commitment to conservation, exploration and education, this special music video's objective is to create awareness about the environment and make people realize the urgency of the situation at hand and bring about a change in our attitude and actions that will lead to a better future. The music for the video has been composed by Sandeep Chowta, who has given Bollywood some of its most scintillating soundtracks like Om Shanti Om, Satya, Company, Mast, Dum, Bollywood Hollywood, etc. The catchy lyrics of the anthem have been penned by Sameer who is known for his work in films such as Saanwariya, Race, Dhoom (both parts), Bhool Bhulaiya, Kuch Kuch Hota Hai and many more. The lyrics have been brought alive by the enkindling voice of Bangalore based upcoming music band - Karma6. The song is an anthem informing people that this is the time to change the world they live in. "We are extremely happy that these talented stars have joined us in our endeavour to protect our world. Music can reach out to people across borders. We were convinced that this would be a unique way to spread the message inspiring today's youth to be more environmentally aware - in a lighter and more relatable manner. The song strikes an emotional chord with this message and has an extremely youthful and fresh feel to it. We hope that this anthem will inspire today's youth to do their bit for a better future", said Nikhil Mirchandani, Managing Director, National Geographic Channel -South Asia.

The change that Nat Geo is propagating through this music video can start right at home. People have to simply take some small but important decisions which can help save the earth. They can recycle waste, or use a ceramic mug instead of a plastic or a Styrofoam cup in the office, or reduce paper wastage. It can begin while we shop by using a cloth hand-bag instead of plastic bags. The earth is running out of time. It is about time we changed.

Commenting on his participation in this music video, Sandeep Chowta said, "I am extremely grateful to National Geographic Channel for giving me this opportunity to contribute towards making this world a better place to live in. The music has been composed by me with the sole intention of inspiring viewers and listeners to realize that even one small step can help save our world. I urge people to watch and listen to this song and share it with as many people as they can to spread the message of conservation."

The uniqueness of the music video lies in the fact that the protagonist of the song is not an individual, but Earth herself. Elaborating on the concept behind the lyrics of the song, Sameer said, "Associating with such a noble cause gave me immense pleasure and I would like to take this opportunity to thank Nat Geo for wanting to create an anthem for World Earth Day. The lyrics are a simple heart-felt request by Planet Earth asking her friends to save her from impending destruction."

Thrilled to be a part of this initiative, members of the band Karma6 said, "It is a privilege to join hands with Nat Geo in this initiative to try and change our planet for the better. We have sung this song in our unique style and hope we have managed to create an anthem which will rock the nation and inspire people to act."

The Nat Geo Earth Day Special Music Video, Earth - 'A Song for Life', was premiered on National Geographic Channel on April 19. Viewers can catch the music video on Nat Geo. They can also log on to www.natgeotv.co.in to download the same and share it with their family, friends, and colleagues and join the Nat Geo drive to create awareness on this issue. Besides music video screening, download and talent details, the special Nat Geo earth day microsite is fully loaded with a whole host of interesting and insightful features around conservation. Outside the Nat Geo website, the video is being extensively promoted online through Yahoo! the official online partner for this music video. Yahoo India has created a special promo page in association with Nat Geo with the music video and lots of other environment related content for the users. The music video is being promoted on Yahoo! through banners and virals with the music video link. Taking interactivity forward the site will also have features like Y! Earth day group on promo page where the video link can be sent to others and Y! Answers where users on the site can ask/answers questions on environment. Nat Geo is also supported in this initiative by Radio Partners HIT 95 FM and RED FM 93.5. The Earth song will be heavily promoted on these stations in addition to interactive contests and a special interview with Sandeep Chowta and Karma6. Besides partnering with Nat Geo to run the music video for their listeners there are also interesting snippets of information like earth care tips; contest on environment awareness, interviews with the band Karma6, Sandeep Chowta etc.

Nat Geo has partnered with Cisco for all its Earth Day promotions - a partner committed to make a difference to the environment. "At Cisco, we are committed to changing the way people work, live, play, and learn. And we believe this vision extends to our ability to impact the environment in a positive way. Together with our customers, partners, employees, and communities, we have a unique opportunity to help everyone use technology in an environmentally sustainable way" said Nupur Sharma, Head, Brand Strategy & Advertising, India & SAARC, Cisco. She added, "We have a responsibility to help find ways to reduce carbon producing activities more generally. I truly believe that this is our responsibility as a global citizen and I'm excited about the role of networking in increasing the productivity of individuals, companies, and countries, while at the same time reducing the carbon footprint on a global basis".