Tata Power’s ‘Act for Mahseer’ – a conservation campaign crosses 1 million impressions on social media

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India, 12th December, 2016: Tata Power, India’s largest integrated power company, has been relentlessly working towards conservation and saving of Mighty Mahseer through its ‘Act for Mahseer’ movement. The Company, today announced that the online leg of its ‘Act for Mahseer’ – a conservation campaign has crossed 1 million impressions on social media, with a total count of over 1.8 million impressions. 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 same.

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.

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.

Talking about this milestone, Mr. 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.”

The survival of the magnificent Mahseer- one of the 20 mega fishes of the world- is important towards preserving the eco-system. Tata Power has taken up the conservancy programme of the Mahseer in the right earnest and has trained about 300 Fishery Scientists till date to further continue conservation efforts. With its ‘Act for Mahseer! Pledge’, the Company gives citizens an opportunity to join the national conservation movement and making a difference through their individual efforts by signing up here Act for Mahseer Pledge Page on www.tatapower.com