India’s 94.3 MY FM has launched a campaign called ‘MY FM ke Rangrezz’ to make kids aware of the importance of cleanliness.

The initiative will reach out to various schools across its 17 markets on November 14, which is celebrated as Children’s day in the country.

As a part of the campaign, children will be asked to paint ‘Swachh Bharat’ (Clean India) – an initiative launched by the government last month – on a canvas.

The station said that it hopes to educate kids on the virtue of sanitation and showcase their painting skills.

12 winning paintings will make it to the annual MY FM calendar for their respective cities.

Commenting on the initiative, Harrish M. Bhatia, CEO, 94.3 MY FM said: “We have always believed in taking up socially relevant issues. It is important to imbibe the virtues of cleanliness in schools so that today’s students grow up to be responsible citizens of tomorrow.”