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Sonakshi Sinha is the face of Animal Planet’s ‘Where Tigers Rule’ campaign

MUMBAI: Discovery Networks India’s wildlife channel Animal Planet has Bollywood actor Sonakshi Sinha as the face of its ‘Where Tigers Rule’ campaign, which is into its fifth edition.

Sonakshi.SinhaStarting 1 March every night at 9 pm, Animal Planet will offer viewers a peek into the lives, habitats, behaviour of various tiger species. The campaign will bring to the fore stories of tigers—their co-existence with humans, the threatening environment, and the conservation efforts of leading experts from India and around the world.

The campaign has been filmed in forests, grasslands and protected reserves, including Madhya Pradesh’s Kanha and Bandhavgarh National Parks, Uttarakhand’s Jim Corbett National Park, Rajasthan’s Sariska and Ranthambore National Parks, West Bengal’s Sunderbans, and Maharashtra’s Tadoba.

Discovery Networks Asia-Pacific EVP & GM South Asia Rahul Johri said, “My entire team feels deeply gratified that the tiger population in India has increased in the last few years. Our ‘Where Tigers Rule’ campaign attempts to bring attention to the imminent danger to tigers and to sensitise millions of viewers through breathtaking programming. We are ecstatic that we have made a small and vital contribution.”

He added, “The challenge is far from over and we will continue to invest our resources and energy and lead the campaign from the front.”

Sinha said, “I feel fortunate that I can participate in this wonderful cause and be a change agent. I believe that humans have to respect other species and their habitats and adapt to co-exist. My parents took me to a national park to see a tiger, and I would certainly love to take my children one day and show them this magnificent creature.”

Nearly half of the tiger species in the world have been wiped out in the last 100 years. Out of the nine species of tigers, four are extinct in the wild and five are endangered. India is home to more than 50 per cent of the tiger population in the world and therefore the epicentre of all action.

Watched by over 30 million viewers in India (cumulative viewership for year 2015), Animal Planet’s ‘Where Tigers Rule’ is an initiative to reach viewers around the country and inform them about the importance of its survival in the wilderness. The series also travels to countries like Sumatra and Russia to track the last living species of the tiger.