Network18, Amitabh Bachchan and Reckitt Benckiser join hands for #MissionPaani

The nationwide water conservation campaign will get India to save and conserve water by creating awareness on how to bring about change

e4m by exchange4media Staff
Updated: Aug 28, 2019 4:11 PM
Mission Paani

Inspired by Prime Minister Narendra Modi’s appeal during his Independence Day address to come together for the critical cause of water conservation, Network18, along with Amitabh Bachchan, the campaign ambassador and Reckitt Benckiser, with its premium brand Harpic, announced a partnership for #MissionPaani, a nation-wide campaign.

At a media conference held in Mumbai, Bachchan officially launched the campaign in the presence of Nitin Gadkari, Minister of Road transport and highways. The launch also featured video interactions with Gajendra Singh Shekhawat, Jal Shakti Minister; Devendra Fadnavis, Chief Minister, Maharashtra; Yogi Adityanath, Chief Minister, Uttar Pradesh; and Sadh guru Jaggi Vasudev, Founder, Rally for Rivers.

Speaking about the campaign, 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, Narasimhan Eswar, Senior Vice President and Managing Director, RB Hygiene and 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.”

Gadkari added, “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.”

Fadnavis 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.”

Speaking about the campaign and the undertakings of the UP Government towards the cause, Yogi Adityanath 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.”

Shekhawat added, “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 and 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.”

Priyanka Kaul, President, Marketing and CEO, Forbes India at Network18 Group, added, “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.”

Anamika Mehta, COO, IPG Mediabrands, 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.”

The campaign launch in India will be followed by an international launch on the August 29 by 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.

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