The Hindu began #UnderMyWatch with the intention to bring about positive, constructive change in the society. The initiative empowers informed citizens to be responsible conscious individuals, who in their day-to-day lives, can take charge of the change they want to see in their communities. The campaign is focussed on celebrating conscious and responsible citizens who do their part to make India better. Spanning across 90+ days, the initiative highlights causes and issues both big and small. #UnderMyWatch features real life change influencers through the stories they have to tell.