The Copenhagen summit last month may have failed to persuade world leaders to come up with a global treaty to tackle climate change, but it seems to have inspired Indian advertisers and marketers to join the green bandwagon.
It is a larger global trend that is mirrored in India. It marks the start of a trend. Green is the next big story in the corporate world and there are environment friendly ways to boost business and make profits. Companies are at least beginning to talk green.
And finally green enters in cricket field or cricket enters in green filed! Nothing peculiar about it.
After all cricket , an outdoor game, is played within nature – in green!
IPL going green
IPL will green its games and bring environmental message to millions of fans.
Indian Premier League (IPL) joins the ranks of Olympic Games and FIFA World Cup by entering into a strategic tie-up with United Nation Environment Program (UNEP) in making its league green.
The IPL thus becomes the first sports body in the country to take such an initiative and plans to go carbon neutral by 2011. In close cooperation with the UNEP, the IPL will calculate its carbon footprint for each match during the 2010 season and take measures to reduce the carbon emission and compensate it with measures like planting of trees, eco-friendly waste management and efficient use of energy and water
The plan ahead
Lalit Modi, IPL chairman and commissioner, signed a MoU with the UNEP representative Satinder Bindra. When asked how he is planning to offset culprits like floodlights used during the match, which are huge energy guzzlers, Lalit said: “We will get energy emissions of these floodlights evaluated during a match and then try and offset it by using more energy efficient bulbs and planting trees.”
Bindra, director with the UNEP, had more plausible ideas. “Another way to address the issue is by using solar-powered floodlights and other renewable energy to reduce the carbon footprint.”
The IPL intends to use its popularity to promote UNEP’s environmental initiatives such as –
- The Climate Neutral Network,
- The Billion Tree Campaign
- World Environment Day.
UNEP will advise the IPL in its commitment to green its sport events, spread environmental messaging to fans through its star players and green its merchandising. UNEP will assist the IPL in its long-term green vision of achieving climate neutrality, supporting the IPL’s efforts to reduce emissions through the introduction of renewable energy and to compensate for emissions generated by the League.
The IPL is also planning to use star cricketers to promote environmental awareness to millions of cricket fans in India and abroad. They thought to give televise environment-friendly tips every day to millions of viewers across the world so that they can incorporate it into their lifestyle and help the world go green.
BCCI top official IS Bindra, was involved with the Olympic Games and FIFA World Cup in a similar initiatives and his comment carries some insights:
“If I were to use a cricketing term, I think this tie-up is going to be an environmental game changer. It’s truly a landmark initiative and will go a long way to create environmental awareness among people as cricket is hugely popular in the country.”
The tie-up is going to be a trendsetter initiative in the country, especially when India will be hosting Commonwealth Games this year and co-hosting the ICC World Cup in 2011.
So what’s our take ?
The caveat is – Most of the campaign or tie up starts with a lot of fanfare but gradually die down when the main purpose gets over. We can surely say that if nurtured properly, this eco friendly initiative can really have a great impact on the cricket loving young generation. For building Green-consciousness, cricket can be one of the most powerful vehicle. Question is only time will say whether this initiative was just another marketing gimmick by Modi and his team or truly intended. For that we need to observe this partnership closely in next few seasons.
What you say?