After women's day, now it's the turn of World Water Day to take up airtime on Raj TV. The Tamil entertainment channel has tied up with Eureka Forbes to create awareness on water conservation issues through specially created programming on World Water Day, which falls on March 22.
The channel will be airing vignettes of around two and a half minute throughout the day to create awareness on the issue. The shoots are to be held at households using AquaGuard, the water purifier brand from Eureka Forbes. The residents will be asked about the importance of water conservation, followed by a song they could request to be played on the channel.
Speaking to exchange4media, B Shankar, Vice-President, Sales & Marketing for Raj TV, said, "The concept has a lot of significance in Chennai and Tamil Nadu, where water is a major issue. So when Eureka Forbes came up with the concept, we thought we should partner with them in making this a grand success."
Eureka Forbes has been associating itself with activities during the World Water Day for the last three years, and this is the first such tie-up with a television channel, according to Deepa Arjunan, Product Manager, AquaGuard. She said, "World Water Day is a rather low profile, unknown day, unlike Mother's Day or a Valentine's Day. With only one per cent of the earth being constituted by consumable water, we've decided to create awareness on the importance of this resource on the day."
"Aqua Guard's nearly 4,000-strong sales force will carry a card on tips to conserve water when they visit households across the country on the day," she added. Given that Chennai has a history of acute water scarcity through the summer, let's hope the campaign helps.