Madikeri: Deputy Commissioner Richard Vincent D'Souza on Monday directed traders to give due preference to Kannada by erecting name boards of their shops in the regional language.

Addressing the gathering after launching 'Kananda Jagruthi Abhiyana', an awareness campaign organised by Kannada Sahitya Parishat, at Lion's Club Auditorium, D'souza, who recently took charge as deputy commissioner, cited his own example.

"I studied in Kannada medium and also proud of it. Instead of resorting to lip service on conserving the language, one should take steps towards realising it."

He said the Kannada teachers should involve more students and organise various competitions to kindle their interest in the language and also teach students with equal interest, he added.

Chamber of Commerce Kodagu district unit president B S Prakash, who extended his cooperation towards the initiative, also appealed to the deputy commissioner to direct panchayat development officers (PDOs) to compel the traders to put Kannada name boards in front of their shops while issuing trade licences.

President of Kannada Sahitya Parishat district unit B S Lokesh Sagar thanked the district administration for responding towards its appeal. Sagar also sought the cooperation of hobli- and taluk-level units and its office-bearers by actively taking part in the month-long campaign.

Earlier, the deputy commissioner also released boards with slogans in Kannada and Karnataka map in the backdrop calling traders to communicate only in Kannada.

The campaign will be on till August 4.