MUMBAI: Radio City 91.1 FM has partnered Idea Cellular for their innovative environment campaign, �Use Mobile, Save Paper'. In a joint endeavor between Idea Cellular and Radio City, the FM station will convey to its listeners the effective usage of different mobile phone applications which can help in saving paper.

Radio City has designed listener engagement programmes which will promote IDEA's �Use Mobile, Save Paper' campaign, through a national initiative on air, and also through on ground activities over a period of 3 weeks. The Radio City RJ's will encourage citizens to use mobiles effectively to save paper in office and in the corporate environment, as well as in other day-to-day activities. They will give out information like stock and sports update, movie reviews and city happenings through the �M newspaper' i.e. through their mobiles and educate listeners on how one can save paper. As a culmination of the activity, Radio City RJ's will also visit homes of listener's and gift them saplings as a crucial step in making the planet green.

Commenting on this initiative, Radio City CEO Apurva Purohit says, The planet is losing its green at a very fast pace. Going green is the basic solution to combat hazards of Global Warming....