Mumbai: Godrej & Boyce has rolled out a campaign called #InvisibleActsForVisibleChange to drive their water stewardship ahead at an unprecedented pace, leveraging the power of social media.
As a part of this initiative, the company has turned to social media to drive the narrative of water conservation and its significance in the current global water crisis. Senior leaders from the organization are taking a lead in posting interesting trivia to educate and sensitise people about responsible water usage. Further, Godrej & Boyce has roped in popular lifestyle influencers, who have been known to talk about eco-friendly choices. All reels will tag @godrejandboyce under the #InvisibleActsForVisibleChange hashtag, urging others to do the same.
As an organization that has always taken a lead in sustainable practices. Godrej & Boyce is celebrated for walking the talk. Through awareness videos and fun contests, the company has been encouraging its workforce (14000+employees) and their families to commit to sustainable water practices and join the movement to save groundwater, acknowledging the 2.2 billion people who don’t have access to water. Since 2010, Godrej & Boyce has saved over 12 billion litres of water. Of this, 5.6 billion litres have been saved through rainwater harvesting and 6.5 billion litres have been saved through wastewater recycling on its campuses and elsewhere. The company has built more than 50 rainwater harvesting apparatus on its campuses and has been bringing in the local community to aid and replenish groundwater levels, educating them and spreading awareness.
Speaking on the initiative, Mehernosh Pithawalla, Senior Vice President & Head – Brand & Strategic Insights, Godrej & Boyce said, “At Godrej and Boyce, we have always advocated a sustainable and responsible way of life that keeps our natural resources intact. Through this campaign, we wanted to reiterate the pledge to save water that we took a year ago, especially in the wake of the water crisis that the country has been reeling from. Social media is an undeniable force in this century and in my opinion, the best tool to spread awareness about positive events and changes that can be incorporated in our daily lives. We did something different this time and made an Instagram Reel featuring Tejashree Joshi, our Head of Environment Sustainability addressing the audience on social media directly and urging them to take action. This received 10,000 views in a couple of hours itself. Thus, on World Water Day, we are taking yet another positive step to become messengers of change and leveraging the power of social media platforms to broadcast small but meaningful steps that can go a long way in protecting one of our most important, but invisible natural resources.”
To allow more water to seep into ground and increase the concentration of groundwater, Godrej & Boyce has planted over 1.5 lakh trees across its campuses and in the nearby communities and further intends to plant around 25000 trees by 2025. The conserved Mangroves in Vikhroli, Mumbai are host to over 10 lakh trees.
Godrej & Boyce is well-known as a corporation that promotes environmental stewardship, but the goal this time is to reach out to a bigger audience via the internet. It had effectively offset more than its total water impact over the previous decade after attaining water positive in 2016. The corporation is also working closely with CII to set concrete objectives over the next decade, underlining its commitment to staying water positive.
