MUMBAI: ITC Foods has announced a nationwide campaign titled 'Sunfeast Hara Banao'. In its third year, this campaign aims at educating children about the growing environmental adversities and their contribution in "Saving the Environment". This year Shah Rukh Khan has also been roped in.

The environmental campaign, which will run across schools in the cities will organize a signature drive - "Sow a Seed Today Campaign", where in students collect signatures from people who pledge to do their bit for saving the environment by recycling and sowing a seed as part of the first phase.

The second phase of the month long campaign will host the 'Sunfeast Hara Banao Week' which consists of a series of Environment Fairs across five cities. The Environment Fair will kick off with a sapling plantation and a march in each city. The march is aimed at reaching out to the people in the city to play their part in "Saving the Environment". The Environment Fair will showcase projects by the students of various schools, and also organize various inter school environment based competitions, informs an official release.

The scope of this initiative has increased over the last three years while this year the campaign has registered over 3,00,000 students from more than 400 schools spread across five cities in the country.

ITC Limited - Foods Business divisional Chief Executive Ravi Naware said, "Sunfeast believes that children are the best harbingers of change and improvement. We believe that our initiative with school children is a necessary process of reflection for them as well as us. Initiatives such as the 'Sunfeast Hara Banao Campaign'is oriented towards our governing philosophy of responsibility towards the environment. Several schools will also be awarded for their commitment toward showcasing critical environmental issues and spreading awareness on the subject."

Sunfeast claims to be an environment friendly brand that has identified children as the prime drivers to advocate the cause of environmental issues and become the drivers for environmental advocacy.