Nationwide campaign #MissionPaani to lead the charge for water conservation

One of the greatest challenges facing humanity is the day when the taps run dry. While many grapple with the basic need for cooking, washing, drinking and even farming, there are many more facing the calamities of climate, as floods and lashing storms ravage home & landscapes. Managing this water crisis is today an alarmingly high global concern. Inspired by Prime Minister Narendra Modi’s appeal during his Independence Day address to come together for the critical cause of water conservation with ‘Jal Andolan’, Network18, India’s most diversified media conglomerate, along with Amitabh Bachchan, the campaign ambassador and Reckitt Benckiser world’s leading Hygiene Home products company with its premium brand Harpic, today announced a partnership for #MissionPaani, which will be a nation-wide campaign.

At a media conference held in Mumbai today, Amitabh Bachchan officially launched the campaign in the presence of Shri Nitin Gadkari, Hon. Minister of Road transport and highways. The launch also featured video interactions with Shri Gajendra Singh Shekhawat, Hon. Jal Shakti Minister, Shri Devendra Fadnavis, Hon. Chief Minister, Maharashtra, Shri Yogi Adityanath, Hon. Chief Minister, Uttar Pradesh and Sadh guru Jaggi Vasudev, Founder, Rally for Rivers, who connected Via a Live Link to express their support to this cause. 

With a three-fold objective, #MissionPaani will focus on: 

  1. KNOW - Raise Awareness, making it a mass movement- JAN ANDOLAN
  2. ACT - Take the Jal Pratigya (pledge to conserve water)
  3. IMPACT - Highlight Innovative Pilot Projects with Measurable Change 

Speaking about the campaign, legendary actor and Campaign Ambassador, Amitabh Bachchan said, "While some of us have been fortunate enough to have water to fulfil all of our needs, there are close to 600 million people in our country who face water scarcity every day. Keeping that in mind, I believe that it is our duty and responsibility to preserve water for these people as well as our future generations. It is the small changes that will lead to a national transformation, which can also lead to impactful results. With this campaign, each of us should pledge our support the cause of water conservation in the country.”

Expressing his views on this initiative, Mr. Narasimhan Eswar, Senior Vice President and Managing Director, RB Hygiene & Home, South Asia at RB, said, “In the last few years, we have focused on creating successful sanitation programs following the GOI’s initiative on Swachh Bharat aimed at ensuring access to clean and hygienic sanitation to all. Now, with both water and sanitation being topmost priorities, we are delighted to partner with Network18 on the Mission to Save water. It is crucial to take responsibility and take a step in the right direction towards water conservation. We are humbled to play our part in this major program to not only heighten awareness around the issue but also enable lasting behavior change focused on saving water so we all make every drop count.”

Speaking about Mission Paani, Shri Nitin Gadkari, Minister of Road Transport & Highways as well as Medium/Small Enterprises said, “The government has undertaken various measures to conserve water. The first step towards that is raising awareness among the people of the nation about intelligently putting to use available water and devise action-based solutions that can further aid us in water conservation. Among the initiatives, we can start by treating drainage water before releasing it into the ocean thereby lowering the hazardous consequences of damaging the environment. This campaign is an excellent platform to start impending conservation on the importance of harvesting and conserving water."

Adding to the views regarding Mission Paani, Shri Devendra Fadnavis, Chief Minister of Maharashtra said, “I would like to extend my gratitude to Network18 for undertaking the initiative of raising awareness regarding the cause of water conservation. PM Narendra Modi has prioritized water crisis and has urged each of us to be careful and judicious with water usage. I believe with the onset of climate change, it is imperative to take actions that will lead to building a positive impact towards the cause. It is an alarming situation for the entire nation which is why Maharashtra has implemented large scale water conservation solutions. By exploring scientific approach, at present, 19,000 villages follow strict water budgeting and have invented water conservation structures that can also be replicated in other parts of the state. As a result, even during drought and extreme conditions we have some relief. Through the campaign, I would urge everyone to become a water warrior and conserve water for us as well as for our future generations."

Speaking about the campaign and the undertakings of the UP Government towards the cause, Shri Yogi Adityanath, Chief Minister of Uttar Pradesh said, “As a nation, we should be thankful to PM Narendra Modi for urging people towards a noble cause like ‘Water Conservation’. It is extremely important for us, to come together as a nation to work towards a sustainable future. We should encourage homes and individuals to adopt rainwater harvesting and making small changes in their daily lives to see the change. In our home state Uttar Pradesh, we have implemented numerous changes both at the governmental as well as the individual level, encouraging our state’s population to take up rainwater harvesting, tree plantation drives and judicious use of water. We have also initiated a drive to revive 10 rivers in our state and hope that we see fruitful results soon. Since the water scarcity in UP in 2017, till today, our state has seen a massive transformation in the availability of water for its populace.”

Sharing his thoughts about the campaign and the cause, Shri Gajendra Singh Shekhawat, Union Minister of Jal Shakti said, "I am so thankful and glad that a media giant company such as Network18 has undertaken this initiative to assist in PM Narendra Modi in our nation's mission to conserve water. As we are heading towards a water crisis, it is of paramount importance to come together and preserve water for the coming generations. It should be the responsibility of each one of us to ensure that we conserve water through inculcating small changes in our daily lives. By re-use and re-cycle we can start a people movement that will ensure a bright future for all of us."

Sukhleen Aneja, CMO, Marketing Director, RB Hygiene & Home, South Asia at RB, said, “For over 100 years, Harpic has been committed to providing access to clean and hygienic sanitation solutions across the world. We are extremely proud and delighted to partner with NW 18 on co-creating ‘Mission Paani’ - A solution-oriented partnership to spread awareness, action and widespread impact towards conservation of water and improvement of sanitation in India. Standing with purposeful marketing and creating business with purpose is a matter of pride for all of us at RB and we are hoping to make a small start by raising awareness about the growing need and importance of water conservation to save our future.

Priyanka Kaul, President, Marketing & CEO, Forbes India at Network18 Group said, “We believe that as a country, India needs to fundamentally change the way we use and conserve water. With PM Modi’s appeal, we hope water conservation will become a people’s movement. ‘Harpic News 18 Mission Paani’ is our initiative to help build this Jal Andolan.  We are very grateful to Mr Amitabh Bachchan for partnering with us and Shri Gajendra Singh Shekhawat, Hon. Minister of Jal Shakti for lending his support to the campaign.” 

Said Anamika Mehta, COO of IPG Media-brands, India said, “RB India over the past 5 years has been leading the charge in weaving its brands with the country’s agenda to positively impact the lives of millions around. Extremely proud and excited about co-creating Mission Paani in partnership with Reckitt Benckiser and Network 18. A small step in driving awareness and consciousness about Water Conservation will result in giant strides for India overtime.“ 

The campaign launch in India will be followed by an international launch on the 29th of August by Shri Gajendra Singh Shekhawat at the Stockholm World Water Summit. The campaign will see months of programming across 21 channels in 18 languages focusing on the national issue of water conservation. As it grows in momentum, the #MissionPaani campaign will reach out to different stakeholders across the country. 

To stay updated about the campaign and contribute your ideas and suggestions, follow #MissionPaani.


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