BANGALORE: Parle Products Ltd, (Parle) plans to spend about Rs 50 million for its �My Green Planet' campaign which commenced with a RJ Marathon across all the 44 FM radio stations of Big FM this week.

The RJ Marathon is being hosted across 44 Stations of the network for an environmental cause, each city taking up a locally relevant issue, will end in each city once each station receive 9270 SMS pledges for the relevant issue.

Parle plans to use BTL activities mainly to create awareness for its My Green Planet CSR initiative with the FM radio Marathon being the main local mass media communication medium tool.

To kick start the initiative Parle will be launching a holistic campaign aimed at reaching out to 5000 schools across 70 plus towns and cities in the country with the aim of reducing wastage of plastic, increasing environmental awareness and conserving the ecosystem rather than just complaining about it. Titled the School Giving Program, it is the first in a series of similar environmentally aware campaigns that are planned to be undertaken under the My Green Planet banner. To encourage participation, Parle has instituted certain awards that will be given out at the end of the exercise.

Says Parle  product manager Mayank Shah, My Green Planet will work across levels – from school students to environmentalists to media professionals and through them educate and empower everyone about the cause of environment conservation. Through My Green Planet, Parle would be contributing in its own way by taking up various initiatives like planting more trees around India, conserving water, power and recycling waste et al....

Apart from CSR spends which can be leveraged towards brand building, overall, Parle ad spends are about Rs.500-600 million annually. TME handles the media buying and Everest, O&M and Grey handle the creative duties for different products.