‘Let’s Make Amritsar Sparkling’, A Model Public–Private Clean-Up Initiative By AlphaOne
‘Let’s Make Amritsar Sparkling’, A Model Public–Private Clean-Up Initiative By AlphaOne, Amritsar And The Mayor of Amritsar
Ambience: Educative, Enthusiastic, Interactive, Wholesome & Participative
Venue: Durgiana Temple, Amritsar
Attendee Profile: The Mayor, Municipal Authorities, AlphaOne Team and its Partners, Volunteers and Amritsar Media
AlphaOne, Amritsar since its Grand Launch in 2010 has been adding value to the lives of families and youngsters in Amritsar by way of interactive events and opportunities for wholesome participation. On the 1st Birthday of AlphaOne, Amritsar, as a gesture of gratitude to Amritsar and its people, Mr. Prodipta Sen, Executive Director, Alpha G:Corp, announced AlphaOne’s ground-breaking CSR activity entailing the sustainable cleanliness drive of Amritsar via the initiative, ‘Let’s Make Amritsar Sparkling’.
The first cleanliness drive started from Durgiana Temple - Hathi Gate - Katra Parza in the Walled City - Shashtri Nagar Market and finished at Katra Jaimal Singh on May 04, 2011. All along the route, there were volunteers standing with placards at different places and leaflets were distributed before and during the cleanliness drive to increase awareness.
Er. Shwait Malik, Mayor of Amritsar along with his Counselors as well as officers and employees of the Municipal Corporation were present to support the cause and provided the required machines and manpower for the campaign. Noted dignitaries from Amritsar, along with top Brands like Coke, My FM, Max Lifestyle and others in Punjab were an active part of this cleanliness drive, which will be a monthly activity enveloping this entire route from Durgiana Temple to Katra Jaimal Singh each month with the help of the Mayor’s office and the Municipal Authorities.
The objective of this eco-drive was to clean the Holy City and establish ‘Let’s Make Amritsar Sparkling’, as a house-hold banner. This eco-initiative by AlphaOne also educated people about the facilities available to them for fostering clean and hygienic environment through the Mayor’s office and MC and to also take pride in keeping the Holy City clean by doing their own bit, e.g., not dumping garbage on road sides, spitting, etc. Shopkeepers were requested to clean their premises before closing their shops so that garbage can be lifted the very next day in the morning. They were also requested to place a dustbin inside their shop or house and to not throw garbage in front of shops or homes. Suggestions were made for usage of the bins wherever placed nearby shops or homes. The Municipal Corporation provided Garbage Lifting Autos; Ditch Machines; Road Sweeping Machines; Water Sprinkling Machines; Fogging Machines and Tippers to help keep the City Clean, Green and Free of Water-Borne Diseases.
The people of Amritsar would now also have the option of calling the ‘Amritsar Sparkling – Helpline No. 1800-1800-2103 located at Mayor’s office, in case of any sanitary issues in their respective areas. In addition, there will be a provision to email at amritsarsparkling@
Er. Shwait Malik, Mayor of Amritsar stated, “We constantly endeavour to add value and quality in every way to life in Amritsar. This cleanliness drive would ensure maintenance of proper standards of sanitation by field agencies with accurate supervision at the ground-level. The cleanliness drive cannot be successful only with the participation of safai karamcharis. It requires team effort by the supervisory staff and officers of various departments. I have constituted a special committee with dedicated nodal officers to ensure that this drive is successful with the active participation of all the citizens of Amritsar. I also take this opportunity to thank AlphaOne, who have always stepped forward wholesomely on behalf of Amritsar and Amritsaris, My FM and other Corporates for their sincere concern and action on behalf of Amritsar.”
Mr. Prodipta Sen, Executive Director, Alpha G:Corp voiced, “With the number of health and sanitation related problems increasing in the city, AlphaOne, Amritsar along with the Mayor and employees of Municipal Corporation is taking this initiative of cleanliness by cleaning this entire route from Durgiana Temple to Katra Jaimal Singh every month in Amritsar and ensuring a systematic approach for better sanitation on an ongoing basis. Once this entire area reaches the desired outcome, there will be other areas in the city that will become part of this drive. The drive is also aimed to create awareness about hygiene and environmental issues, and promoting solutions essential to a sustainable, healthy and greener environment among citizens. Various departments like sanitation and horticulture have readily agreed to participate in the removal of garbage, debris and water receptacles for better sanitation and greening for all.”
In the short time since its launch, AlphaOne, Amritsar has already received several prestigious National and International Awards for their innovations and initiatives, the latest being the CNBC AWAAZ–CRISIL & CREDAI Real Estate Awards 2010 in Singapore, for the ‘Best Commercial Property in Northern Region’. Similarly, at the 7th Reid & Taylor Awards for Retail Excellence at the Asia Retail Congress 2011, Mumbai, ‘Retail Marketing Campaign of the Year’; ‘Shopping Centre Award’ and ‘Emerging Retailer of the Year – Mall’ was awarded to AlphaOne, Amritsar. And at the World Brand Congress Awards 2010 in Mumbai, ‘Digital Marketer of the Year Award’ and ‘Award for Social Marketing’, were awarded to AlphaOne, Amritsar, besides several other Awards at the CMO Asia Awards 2010 in Singapore. In May 2010, AlphaOne received the ‘Award for Most Successful Shopping Centre Launch of the Year – North India’ at the Images Shopping Centre Awards in Mumbai. It also won the high honor of ‘Most Admired Shopping Centre Design of the Year’ and was also honoured with the ‘Emerging Retailer of the Year – Real Estate’ at the Asia Retail Congress 2010. AlphaOne also won the honor of ‘Highly Commended Certification’
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