His Holiness Gurudev Sri Sri Ravi Shankar launched The Meri Dilli Meri Yamuna (MDMY), on 17th March 2010 in New Delhi. MDMY is the seven-month campaign to clean the Yamuna and aims to make a difference to Delhi and NCR. Thousands of people turned up at Purana Quila to become a part of the event. Hundreds of NGO’s, organizations and corporate are part of the initiative. Many dignitaries, politicians, businessmen and corporate heads were also a part of the event.