JUSCO along with Tata Steel launched a Citizen’s Campaign "Zimmedaar Nargik, Zimmedaar Shaher" on 12 July 2013. The objective of the campaign is to create a sense of ownership and pride amongst the citizens of Jamshedpur, to involve citizens in further improving delivery of civic and municipal services and to increase awareness amongst citizens for conservation of key resources.

A comprehensive roll-out plan has been prepared by JUSCO to address issues related to water and power conservation, municipal waste management and road safety across the town.  Various communication modes/ tools are being used to reach out to stakeholders in town through Mass Meeting, Door-to-Door, Leaflet, Nukkad-Natak, Shram Daan, Mobile Van, SMS/ Email, Jingles through FM Radio, Hoardings, Car Stickers, etc. Social Organizations, Rotary and Lions Clubs, Hotel & Restaurants Associations, Market Associations, Advertising Association, Schools, SAFE Club have come forward to voluntarily join this campaign. Tata Steel’s Urban Services is actively involved and all Community Centres’ are part of this campaign.

The campaign will cover almost all parts of the town. The first phase of the campaign will start from Sitaramdera area on 15 July. Subsequent to this, the campaign will move to Bhalubasa, Kasidih, Tuiladungri and Sakchi Market, covering the eastern part of Jamshedpur. In the western part, the campaign will cover Contractor’s Area, South Park, Northern Town, C H Area and Bistupur Market. Company accommodations like Professional Flats A and C Block, ECC Flats and Subernarekha Flats will also be covered in the first phase of the campaign.

Mr Sunil Bhaskaran, Dy. VP (CS), Tata Steel and Chief Guest of the function launched the Citizen’s campaign. An awareness film made by JUSCO on the city of Jamshedpur was shown to the audience. Present during the launch were Ms Surekha Nerurkar, Ms Ruchi Narendran, Mr Ashish Mathur, MD, JUSCO, School Principals, Senior Citizens, Representatives from various Social Organizations, Rotary and Lions Clubs Members, Senior Leadership Team and Union Representatives from JUSCO. During the launch Ms Surekha Nerurkar led the audiences take "Citizen’s Pledge" to become a Zimmedar Nargik of Jamshedpur. Car stickers on "I Love Jamshedpur" were distributed to the audiences along with the Citizen’s Pledge.

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