AS PER the latest survey by the Central Pollution Control Board, approximately 70 per cent of the pollution in Yamuna is human excrement. Even more shocking revelation is that the Yamuna serves almost 60 per cent of Delhi’s water needs! When the times are really tough for Nature, it is the people who need to come to the forefront and actively participate.

Answering the call to preserve the river which is a lifeline for over a million people, Bajaj Allianz, a leading player in general and life insurance has joined the cause- ‘Meri Dilli Meri Yamuna’(MDMY), a cry to initiate Yamuna clean-up started by the Art of Living.

Bajaj Allianz, together with AOL will participate in the initiative by volunteering as a sponsor to aid media awareness for this clean up drive. The movement ‘Meri Dilli Meri Yamuna’ will be officially launched on 16^th March, 2010 at Purana Qila, New Delhi.  The launch will showcase efforts to save the Yamuna plus an evening line-up consisting of  mass meditation, music and a brief programme on Yamuna including the advertisement on the Yamuna-bachao initiative by Bajaj Allianz.  Ability Unlimited, a theatre group for the disabled, will present a dance ballet on wheels on ‘Save the Yamuna’. A number of corporate and non-profit organisations have come together to make this campaign a success and each one has their share to contribute during this campaign. Delhi itself has seen lot of publicity on this clean-up drive through extensive outdoor communication.

Expressing his views on the MDMY campaign, Akshay Mehrotra, Head of Marketing and Corporate Communications, Bajaj Allianz, said, “Yamuna is the main source of water for a large mass of people in Delhi. It not only provides life to many people, but also holds a traditional and heritage value. It is a matter of great pride for us to be associated with the ‘Meri Dilli, Meri Yamuna’ initiative and contribute to the noble cause of tidying up the river.”