Mumbai: Amid growing concerns over water shortages, polluted rivers and irregular supply across Indian cities, Radio Mirchi has launched ‘Mirchi Jal Vaani’, a nationwide radio initiative in association with the National Water Mission under the Ministry of Jal Shakti.
The campaign, currently airing across all Mirchi radio stations, aims to build public awareness and encourage responsible water usage. Anchored in the national philosophy of Jal Sanchay, Jan Bhagidari, the initiative underscores the role of community participation in sustainable water management.
With rivers such as the Yamuna facing severe pollution and several urban neighbourhoods grappling with unsafe or disrupted water supply, the campaign highlights how individual behaviour, alongside policy and infrastructure, plays a crucial role in safeguarding water resources.
Each episode of ‘Mirchi Jal Vaani’ features government-recognised Water Warriors from across India who have undertaken impactful conservation efforts within their communities. Their stories bring ground-level experiences to listeners, demonstrating how local action can contribute to broader national sustainability goals.
As part of the initiative, Mirchi conducted a social experiment in Delhi led by RJ Naved. In a high-footfall public area, a visibly dripping tap was left unattended to observe public response. While many passed by, a few individuals stopped to close the tap and prevent water wastage. These participants were subsequently acknowledged as ‘Mirchi Jal Warriors’, reinforcing the message that small, everyday actions can drive meaningful change.
Echoing a shared commitment to sustainable water management, the Water Warriors who were part of Mirchi Jal Vaani articulated a unified vision, stating,
“India’s water situation is a result of years of overuse, pollution and disregard for natural limits. The challenge is not just about availability; it is about awareness and attitude. Governments can create systems and policies, but conservation will only succeed when citizens recognise water as a shared and finite resource. Building that understanding through everyday behaviour is essential if we are to secure water for future generations. When this message reaches people in their daily routines, through a medium as familiar and accessible as radio, it has the power to influence how they think and act. When people start taking responsibility in small, ordinary ways, that is when change becomes real.”
The campaign is further amplified through RJ-led digital content and celebrity participation, aiming to extend its reach among urban audiences where water consumption and wastage remain pressing concerns. Through ‘Jal Vaani’, Mirchi positions radio as a catalyst for behavioural change, supporting national efforts toward sustainable water stewardship.
