Tendulkar pledges to 'Switch Off' for Earth Hour 2012

Senior India batsman Sachin Tendulkar will be the face of Earth Hour 2012, encouraging individuals, organisations, institutions and groups, to raise awareness towards the need to take action on climate change.

Tendulkar has joined hands with WWF-India, pledging his support to the Earth Hour - WWF's global campaign to raise awareness and inspire individual action towards a better environment.

This year, Earth Hour will be observed on March 31 with an aim to inspire citizens to take action by switching off lights to make their city the Earth Hour Champion.

Supporting the cause, Tendulkar said, "It is heartening to see how a single action of switching off lights for Earth Hour can bring the world together to pledge action towards a better environment. I am happy to be a part of this movement and encourage others to participate as well."

The concept of the Earth Hour will be simple: Whichever city receives maximum participation from its citizens, organisations, institutions and government will be declared the Earth Hour Champion.

That city will set an example of exemplary achievement and the power of individual action behind a common cause.

Every year, Earth Hour looks at setting new standards and breaking its own record of mass participation.

Last year marked the start of a new phase for Earth Hour, as it went beyond switching off lights with people also committing to a more sustainable lifestyle.

A record 1.8 billion individuals across more than 5200 cities in 135 countries participated by switching off lights and pledging to positive actions that benefit our planet.

In India, Earth Hour reached more than 130 cities, including small towns and villages.