The objective of the initiative was to communicate and build awareness on protecting our tree-brothers who are saplings now but eventually, when they grow, they will protect our future and make Hyderabad a greener and cleaner place to live.

Commenting on the initiative, actress Saloni stated: "I firmly support BIG FM's initiative. We treat the trees like our brothers. As we tie Rakhis to our brothers expecting love, care, affection, safety and security throughout our life, the same way we should also think that the trees are also our brothers and will help protect our future."

The campaign saw RJs of the radio channel visit every nook and corner of Hyderabad distributing Rakhis and saplings to create awareness and a sense of responsibility among the masses. The initiative was planned around the festival with celebrities and environmental volunteers endorsing the drive on-air, sharing their concerns and expressing their love for a greener environment.

Speaking on the campaign, RJ Shekar said: "As a responsible medium, we have been consistently driving the eco-friendly initiatives. For the past four years, we have been promoting the 'BIG Green Ganesha' made of waste paper. This time around, we planned to start the eco-friendly campaign with Rakhi, which is just ahead of Ganesha. On Rakshabandhan, we did a role reversal, brothers take a pledge to protect their sisters. Here, we tied rakhis to our tree-brothers with a pledge to safeguard them. We should embrace our trees for a better and greener future of Hyderabad."