Actress Kajal Aggarwal announced the launch of the BIG Green Ganesha Campaign in Hyderabad. The initiative is entering its sixth successful year of nurturing an improved environment while celebrating Ganesh Chaturti, one of India’s most popular festivals.This year’s campaign is being launched by means of a watchword ‘GANPATI BAPPA MORYA, DHARTI MATA MORYA’ in a crusade that protects planet earth while seeking the blessings of Lord Ganesha. The initiative has found support from leading celebrities including Actress Kajal Agarwal, Singers Sunita and Baba Sehgal among others who felt the need to implore people to treat our environment more thoughtfully. All celebrities donated newspapers, which will be used to make paper mache idols during the festival. Donating newspapers is a small yet significant step in the right direction to spread the message on celebrating the festival with an eco-friendly approach. Launched in 2006 before the Ganeshotsav, this initiative is aimed at creating social insight towards making one of India’s largest and most popular festivals healthier and not wasteful. The launch saw eminent celebrities such as (to add names) show casing their support. Big Green Ganesha 2013 is being powered by Penna Cements in association with TNR Views. The campaign will be promoted through a high-decibel 360-degree marketing plan covering various multimedia platforms ranging from on-ground, television, radio, outdoor, and digital outlets reaching out to 9 lakh listeners over a period of 30 days offering unique integration opportunities for brands.