MUMBAI: Mahindra Lifespace Developers, the real estate and infrastructure development arm of the Mahindra Group, has launched #IAmGreenArmy, a social media campaign.

Combining online and offline initiatives and spearheaded by creative digital media firm Gozoop, #IAmGreenArmy leverages Twitter and Facebook to enhance awareness of sustainable living habits and choices. In its third year, Green Army by MLDL is an outreach programme that identifies children as primary change agents, and aims to inculcate resource-conscious behavior, while encouraging them to spread the word amongst friends and family.

MLDL VP – Marketing & CRM Sunil Sharma said that, with social media today universally acknowledged as an effective medium to facilitate a meaningful exchange of ideas, they hoped the campaign will bring together all the stakeholders to ensure a sustainable and healthy future for the planet."

Gozoop co-founder & CEO Ahmed Naqvi said that Mahindra Lifespaces' #IAmGreenArmy encouraged citizens to make better choices that have a lasting impact on the society.