Oxfam India Friday launched its music video on climate change 'Payenge aisa jahan'.
'Music is a medium the youth really connect to. So this was the apt medium. Half the population of India is young and we wanted to target them through this,' said Aditi Kapoor, economic justice lead specialist, Oxfam India, which is the India chapter of Oxfam International.
Kapoor said climate change is not just an environmental phenomenon but there is politics behind it and the youth of India need to be mobilised.
'The song is not preachy and asks questions to the youth. Music is a very powerful medium and carries any message in a very entertaining way,' said Palash Sen, the lead singer of Euphoria band, who also sang the climate change song.
The song has been composed and performed by Euphoria and is directed by Akbar and Azam Quadri.
The launch of the video was followed by a signature campaign.
Kick-starting the signature campaign actor Rahul Bose, who is also the Oxfam ambassador, said: 'Every problem that is on a global scale intimidates us. Our sense of powerlessness translates into a 'what can I do about it. The problem is so huge'. Even though we are aware of the perils of climate change, all of us do not think that we can do something in our individual capacity.'
'But while the little changes that we can make in our lifestyle will be drops in the ocean, our actions to consciously stop harming and start helping preserve the planet will give us the moral strength to put pressure on our governments to take immediate measures. The major part of this battle is going to be fought for rural India but it will also move towards ensuring a safer place for those in urban India,' Bose said.
The organisation aims to take the signature campaign to the UN meeting at Copenhagen this December in order to put pressure for a fair global climate change deal and strong domestic action from the Indian government.
'The US, Western Europe, Canada, Australia and Japan have historically contributed the maximum carbon emissions and this cannot go on. These rich nations have to stop harming,' Kapoor said.
The campaign also lays emphasis on the adverse affects of climate change in Indian villages.
'My father is a farmer and I can relate to the problem personally. Irregular rainfall, low productivity are the most common problems faced by Indian farmers today. This initiative is a platform for the youngsters to raise their voice,' said Akbar Quadri, who directed the music video.