Shah rukh Khan has taken on a new role - as protector of India's threatened wildlife

NEW DELHI: Bollywood’s King Khan has signed on the dotted line to speak out against illegal wildlife trade and for the forest guards as part of a new awareness campaign that will soon be “played” at all national and international airports across the country.

The nationwide campaign put together by non-government organisation Sanskara in collaboration with the Asian Conservation Awareness Programme is also being supported by Indian Broadcasting Foundation, leading television networks including Doordarshan, National Geographic Channel, Discovery and Animal Planet.

Highlighting the challenges faced by forest guards in protecting India’s wildlife, superstar Shah Rukh Khan in his message says: “The forest guards are real life heroes because they work to save the jungles and the animals that live there. Day in and day out they are matching their wits and battling powerful enemies including wildlife poachers and timber smugglers, and they are willing to lay down their lives for this.”

The Airports Authority of India, the Union Civil Aviation Ministry and Members of Parliament have also supported the wildlife awareness campaign that is slated to start with a broadcast of Shah Rukh Khan’s message across all international and domestic airports this week.

Sanskara Development Trust managing trustee Tykee Malhotra says: “We hope that the momentum of this powerful and unique campaign will help complement India’s ongoing efforts to save its remaining wildlife and its threatened habitats. Ours is a non-profit organisation that aims to build support for preservation of wildlife and its natural habitat through innovative programmes and projects, working collectively with governments, non-government organisations, corporates and local communities.”

According to Ms. Malhotra, the celebrity-endorsed announcements in Hindi and English will be broadcast at all domestic and international airports in the country as well as on leading TV networks, highlighting the importance of protecting India’s wildlife. “We hope to secure further support from everyone to end illegal wildlife trade,” she adds.

The Asian Conservation Awareness Programme -- a programme of WildAid -- is a multi-media education and awareness campaign aimed at ensuring the future of the world’s endangered wildlife by drastically reducing consumer demand for endangered species parts and products.

ACAP Director and WildAid founding director Steve Trent says: “With continuous and sustained support from Indian celebrities and by working in collaboration with the Indian Government, associations such as the AAI, media, businesses, conservationists and the public, ACAP in collaboration with Sanskara is building up long-term support for India’s as well as the world’s wildlife and natural heritage.”

Source: The Hindu