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Kirloskar has strengthened its partnership with CNN International by sponsoring the network’s “Going Green” initiative.

“Building on an 11-year partnership, Kirloskar and CNN are reinforcing their strong commitment towards a greener future,” said CNN International in a statement.

The multi-platform campaign includes sponsorship of two ‘Going Green’ shows which will air in June and December and a range of digital initiatives powered by CNN’s Audience Insight Measurement (AIM) to target Kirloskar’s primary audiences of C-suite business decision makers and government functionaries in Africa, Middle East & South-East Asia.

This year’s ‘Going Green’ will explore how city dwellers are taking an active role in protecting the environment. The editorial content of ‘Going Green’ is produced by CNN International’s original programming division CNN Vision, which brings the world’s breath-taking diversity into cinematic focus, telling stories that inspire audiences around the world.

Speaking about the long-standing partnership, Sunita Rajan, Senior Vice President, Advertising Sales, Asia Pacific, CNN International Commercial, said; “It is very exciting to see our long-term relationship with Kirloskar evolve into new and innovative areas while we continue our environmental commitment to celebrate a forward-thinking green future.

“Whether it’s through high-production storytelling or industry-leading data insight and analytics, our long-standing relationship promises to curate compelling content amalgamating smart use of data designed to reach our affluent audience.”

Madhav Chandrachud, President, Kirloskar Proprietary Limited added; “Kirloskar has always believed in creating products that foster a green living. Even a small and simple change makes us live an eco-conscious lifestyle. Our focus has always been on creating engineering solutions that are sustainable and green.

“CNN’s partnership with us brings alive a commitment to make a profound difference with compelling stories that implement numerous environmental changes for a greener future.”

A week of special coverage starts June 10th. “Going Green” will air on CNN International as separate segments from countries including India, Singapore, Lebanon, South Africa, Egypt, Kenya and a standalone 30-minute special programme. The initiative also has a dedicated microsite on CNN Digital platforms.