Tata Power's conservation campaign crosses 1 million impressions on social media

The campaign, which encourages people to ‘Pledge’ to save the endangered species, saw enthusiastic participation with 2892 individuals agreeing to pledge till date.

Mahseer is a renowned freshwater fish whose numbers have dwindled in the recent past because of increasing water pollution and loss of habitats.

"With an aim to increase awareness on this, the ‘online pledge’ of the campaign was launched to encourage individuals to become Fish Knights by signing up on the Company’s website to encourage responsible action with respect to these endangered species and to work for its conservation, thereafter, receiving an online certificate for the sam," an official statement by the company said.

"The social media leg of the campaign has a holistic and engaging strategy to build awareness, educate, excite, and encourage people to sign up for the campaign through online contests, quizzes, infographics, and fun facts," the statement said.

"Through ‘Fish Facts’, the Company raises awareness about Mahseer and the water pollution which led to its habitat destruction; ‘Pledge to Save a Life’ promises pledgers that for each pledge taken, Tata Power will release a Mahseer fingerling into freshwater; ‘Myth or Fact Contests’ boosts engagement and interest in the species and its conservation efforts; and, finally, various Topical Contests on special observation days boost engagement and awareness about Mahseer in the larger context of biodiversity conservation," it added.

Talking about this milestone, Anil Sardana, CEO & MD, Tata Power, stated, “At Tata Power, our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also includes caring for the community & flora and fauna near our areas of operations."

"For over 4 decades, Tata Power has undertaken numerous efforts to conserve the Mahseer species which is still classified as an endangered species undergoing slow extinction by the International Union for Conservation of Nature and Natural Resources (IUCN). The 1 million online impressions boost our efforts and encourages us to carry on with our journey till we reach our goal," said he.