Hard Rock Cafe stands up for a cause! Save our Tigers, Save the Planet

Events in Delhi NCR - Hard Rock Cafe stands up for a cause! Save our Tigers, Save the Planet. 21st Feb 2012 to 21st March 2012

New Delhi, 21 February 2012: A dismal number of only 1,500 tigers are left in India! With 12 poaching deaths reported in 2011, that day is not far off when our children will have to make do with just pictures of this magnificent animal! The days of talking are over. Action needs to be taken now and Hard Rock Cafe has taken the lead. In a significant step towards wildlife conservation, HRC has joined hands with Wildlife Trust of India (WTI) to launch a month-long “Save Our Tigers Save the Planet” campaign.

The month long campaign, which starts on February 21, will generate awareness about the anti-snare project in Bandipur Tiger Reserve and Rajiv Gandhi National Park. This campaign will bring out the glaring atrocities being inflicted upon these precious beasts that will soon lead to its extinction. Apart from creating awareness on the carnage being spread by humans, HRC will highlight the good work being done by forest rangers, officials and local communities, who are putting their lives on the line every day, to protect these tigers. What makes the campaign complete is the presence of renowned wildlife photographer and entrepreneur, Zukof Arfin and his company, Listening Post Advertising and Promotion Services. Endearing photographs of our national animal taken by Zukof will be displayed at the Café to add to the whole essence of this campaign.

Sanjay Mahtani, Co-founder and Executive Director, JSM Corp, said: “We at Hard Rock Cafe are aware of the ills that have befallen the environment and will try do all that we can to help and push for reform when it comes to wildlife conservation. Lending full support for this endeavor, Hard Rock Café, Delhi has launched, special limited edition pins and a cocktail menu with the proceeds directly benefiting the Wildlife Trust of India’s anti-snare project. This is an effort on our part to show the implications of snares on the most endangered species in India and what can we all do to eradicate this menace.”

Zukof, whose collection of wildlife portraits has a story to tell, believes that if you tell your story with passion, others will be inspired to join the cause. The proceeds from the sale of the paintings will be donated towards tiger conservation.

Zukof further adds on the initiative saying “In a country where all forms of life are revered, there is an urgent need to protect our wildlife in the face of possible extinction. The past 50 years have witnessed the most frenetic exploitation of our wildlife. Pressures of a growing population and shrinking forest cover have forced the government to take steps to protect our natural heritage. We must rededicate ourselves to the cause of wildlife conservation and express our discontent against unsustainable development. My photographs celebrate the denizens of the great Indian wilderness in the hope that it will inspire us to protect their right to coexist on this planet.”
Jose Louies, Enforcement and Law division of WTI, said: Poachers are increasingly using metallic snares as these are cheap, silent and deadly effective. Our project carries out walks in the forest every day to remove these snares - a simple enough process but rather significant.”
HRC also introduces limited edition pins, with the national flag and the picture of a tiger on it, and bookmarks in the shape of guitars with strings forming a broken snare. Patrons will be treated to a range of campaign-inspired cocktails like Green-eyed tiger, The tiger stripe, Eye of the tiger and many more.

It is our duty to build a better tomorrow for ourselves and our children. So join hands with HRC and let the tigers live in peace. Come join the roar!

About WTI
Wildlife Trust of India (WTI) is a non-profit conservation organisation, committed to urgent action for the protection of India's wildlife. Its mission is to conserve nature, especially endangered species and threatened habitats, in partnership with communities and governments. It runs over 50 projects addressing a wide range of conservation issues with a holistic approach, working towards the vision to secure the natural heritage of India.
About Hard Rock International
With a total of 172 venues in 52 countries, including 136 cafes and 15 Hotels/Casinos, Hard Rock International is one of the world's most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world's greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Pattaya, Bali, Macau, Penang, Singapore and Punta Cana. Additional hotel and casino projects have been announced including Panama Megapolis, scheduled to open in 2011; Cancun and Vallarta scheduled to open in 2012; and Riviera Maya, Hungary, Dubai and Abu Dhabi, scheduled to open in 2013. Hard Rock International is owned by Seminole Hard Rock Entertainment, Inc. For further details on Hard Rock Hotels and Casinos, visit www.hardrockhotels.com. For more information on Hard Rock International, visit www.hardrock.com.
JSM Corporation Pvt. Ltd.
A partnership between noted restauranteurs Jay Singh and Sanjay Mahtani, the JSM portfolio includes a repertoire of some of India’s most successful and well- known independent restaurants. From the super premium luxury lounge Shiro, with its signature high ceilings, grand statues and award winning Oriental cuisine to the world- renowned Hard Rock Café and California Pizza Kitchen, JSM restaurants are known for their unique designs and uncompromising standards. JSM, through its subsidiaries, is the exclusive master franchisee for Hard Rock Café, California Pizza Kitchen and Trader Vic’s across India, and remains committed to its vision – Let Us Entertain You!

For media queries:
Neha Kohli
9811433228