Livpure rallies for India’s rivers with #RiversInABottle
Water purifier brand Livpure has taken up the task of spreading awareness about the sorry state of India’s rivers by actively partnering with Isha Foundation’s Rally for Rivers campaign. A few weeks back, Livepure had come out with a campaign, ‘Cutting Chaai’, that urged people to save water and ask for only half a glass of water instead of a full glass. They could always ask for more in case they were very thirsty.
It is estimated that in 15 years, 25 per cent of India will turn into a desert and we may have only half the water we need for our survival. These facts are astounding for a country dependent on these very rivers for 65 per cent of its water needs.
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The initiative – #RiversInABottle – reached out to people with a simple disruption. It brought alive the sorry state of India’s 6 major rivers through a range of 6 drinking water bottles. The bottles contained water representative of the actual level of depletion of these rivers. In addition, the bottle label was an infographic explaining the state of the river in question and ways in which consumers could support the cause. The bottles were distributed at select public places, malls and also sent as DM.
The initiative was conceptualised and executed by Famous Innovations.
Speaking about the initiative, Sushil Matey, Director - Marketing, Livpure, said, “Rivers are India’s lifelines. As a water purifier brand, we are committed towards preserving them as much as possible for a better tomorrow. We believe that the only way we can salvage the current situation is by sensitising as many people as possible towards this cause. Through this initiative of ours, it is our endeavour to reach out to people and get them involved in this movement.”
Raj Kamble, Founder and CCO, Famous Innovations, added here, “When we were looking for ways to create a positive impact in the movement to save our rivers, we realised that the usual calls for donation, etc., were not going to get people to notice. People don’t realise the gravity of the situation, and we needed a surprising yet clear way to get their attention. That’s when we came up with the idea for these bottles. The attempt is to catch people with the right message in the wrong place.”
The campaign hit the right chords with the people, and got social media’s support too. Many personalities came out in support, including Sachin Tendulkar, who tweeted, “Rivers are important and the right steps to prevent extinction must be implemented. #RiversInABottle is a great way to educate the masses. #RallyforRivers @livpurewater.”
The initiative was supported by print, outdoor, on ground activation and digital.
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