Attendees of the 11th Indian Telly Awards would have been surprised to note a blue carpet rather than a red one when they entered the venue of India’s leading television performance recognition ceremony. Not many knew what it was about. The decision behind having a blue carpet came about to bring to people’s minds the increasing degradation and pollution of India’s rivers and the government’s apathy towards this rising menace. Founder of The Indian Telly Awards Anil Wanvari tweeted: “Why was the red carpet at the 11th Indian Telly Awards blue? Because it was moaning the polluted state of India’s holiest river – Ganga.” The initiative clearly indicated how even trademark and leading events can be used to highlight certain social issues and causes.