Mumbai: RED FM, one of the largest and most awarded private radio networks in India today, launched ‘Paani Yaad Diladenge’ campaign. Water scarcity has been under high alert in India for quite some time now with this issue being a gradual process of deterioration. With campaign ‘Paani Yaad Dila Denge’, RED FM emphasizes on the gravity of the situation by placing a daily reminder for 200 days on the morning show to create awareness and share tips for water conservation.
As per a 2018 report by ‘NITI Aayog’, on underground water level, India is facing its worst ever water crisis with 21 cities including Delhi, Bengaluru, Chennai and Hyderabad. These cities are estimated to run out of groundwater by 2020, affecting close to 100 million people. To make this a persuasive and widespread reach, RED FM plans to collaborate with various organisations including Pi-lo, India’s 1st talking water ATMs.
Commenting on RED FM’s new campaign, Nisha Narayanan, COO & Director, RED FM said, “Amidst the rampant water scarcity prevailing in many parts of the country, government is also working extensively on this subject by creating Jal Shakti Ministry. Small efforts go a long way in making big changes, and keeping this in mind, we have created ‘Paani Yaad Dila Denge’ campaign. With a span of 200 days, we intend to spread the message across to all our listeners. Our collaboration with Pi-Lo for ‘Paani Yaad Dila Denge’ will magnify the reach of this initiative. We are confident that this initiative will mark the beginning of a safe and sustainable approach towards water conservation.”
To tackle the constant issue of people not shutting the taps while brushing/shaving, RED FM will go to different cities and distribute mugs to the listeners. This campaign aims to incite people by making them aware of the massive condition faced by 21 cities. This will be social media driven encouraging the audiences to post their photo with the mug using ‘#MugShots’. These photos will be further screened on all Pi-Lo water ATMs.