Mumbai: IdeaHive Media a social enterprise firm, was created with a vision of building initiatives that enable a better community around us. The agency’s core business process involves bringing together integrated marketing insights and social impact methodologies to create awareness, facilitate behavioral changes and support on-ground projects across pertinent issues that affect our society. IdeaHive is currently focusing on projects in environment, education and job creation. Their initiatives have also gained govt support in the past.
The last iconic project that the agency was involved in, is an initiative planned as a special tribute leading to the 150th year of the Mahatma, a global peace project that brought to India, 40 key delegates from NYPD, LAPD, Miami Police, leading chiefs of police including reformed gang leaders for a series of discussions with various thought leaders from across India. IdeaHive was an India partner to the project and the initiative led to a senior NYPD official bringing together his medals of honor to pass this to the families of victims and heroes of the Mumbai terror attacks – a historic moment that brought 9/11 and 26/11 on one platform.
IdeaHive was started by Dilip Moorkoth, who quit his 16 years of activation career to follow his passion and purpose to set up an agency focusing on the social sector. The agency’s flagship project on water, PaaniKaTeekahas the support of the legends of Advertising and Music – Piyush Pandey and Louis Banks who are reuniting after the iconic ‘Mile Sur’ anthem and has also garnered the support of music industry leaders like Zakir Hussain, Shankar Mahadevan, Shreya Ghoshal, Shaan, Vishal Dadlani, Harshdeep Kaur, Neha Bhasin, Pankaj Udhas, Salim Merchant, Sivamani, Mame Khan, Rakesh Chaurasia, among others to join hands with the campaign for water consciousness.
Music is such a powerful social glue that it seems to bring us closer to each other and help us come together as a community. So whenever there has been a crisis in the world, musicians have always stepped in to resonate their voice and catapult it into a movement. One of the biggest moments in history has been the creation of the “We Are the World” project, where artists came together to unite to raise funds for the famine in Africa.
Back home, India, the second-most populous country in the world, is staring at a severe water crisis as it nears ‘Day Zero’ conditions when the taps run dry. Predictions of water tables being affected as early as 2020-2030 have been prominent stories within the nation. As a social enterprise, IdeaHive Media Pvt Ltdfelt it was time to build a project that snowballs into a national citizen movement, with a vision to bring citizens across all sections of society to unite for reversing the effects of the crisis. And to support this cause, what could be apter than getting the support of musicians to create a movement within the country and talk the language of water through the platform of music.
Paani KaTeeka will work at multiple levels of advocacy and impact at the grass-root level. It is aimed to bring support to 1000+ villages of India as one of its major impact mechanisms, besides working on bringing a behavioral change across the nation. PaaniKaTeeka has partnered with Watershed Organisation Trust (WOTR) as its knowledge partner, National Environmental Engineering Research Institute (NEERI), Ashoka Trust for Research in Ecology and the Environment (ATREE) and Emergy Enviro (A SINE IIT Bombay Company) as its Advisory and Technical partners who will work closely to make this project into a national movement.
“Ayiye Hum Sub SaathMilkar, Iss Desh Ko Paani KaTeeka Lagayein !!” with a patriotic line for water as its signature line…Paani Ka Teeka is probably the answer to India’s “We are the World” Moment.
“Music has the capacity to bridge cultures and create momentum, unlike any other art form.
If you look back in time, artists have always risen to the times and needs of the nation. And when it means coming together to create a unified voice to conserve water, which is a precious natural resource, it is only natural that we, as artists, take it upon ourselves to drive efforts collectively to help our water-stressed nation. PaanikaTeeka is a great initiative and a step in the right direction to create long-term sustainable ways of preserving water and promoting water-protecting ecosystems,” said veteran musician Louis Banks.
“It’s a blessing to be able to get the support of industry leaders and domain experts who have believed in our vision with PaanikaTeeka. The objective of the campaign is to make this project a citizens’ movement and work towards a water-secure India,” said Dilip Moorkoth, Founder Paani Ka Teeka and the Director of IdeaHive Media Pvt Ltd.