How Radio City’s 'Bucket Sundays' helped save water

The 4-week long campaign, in collaboration with Sunday Mid-day and inext, encouraged listeners to to use one bucket of water every Sunday instead of showering

e4m by exchange4media Staff
Published: Jun 28, 2019 3:48 PM  | 2 min read

Radio City in association with Sunday-Mid-day initiated ‘Bucket Sundays’ campaign to address the issue of increasing water scarcity in the country. The campaign urged Mumbaikars to use only one bucket of water every Sunday instead of taking a shower to avoid excess wastage of running water. The campaign garnered support not only from the citizens, but also from Bollywood celebrities like Malaika Arora, Boman Irani, Esha Gupta, Amaal Malik, etc. who extended their support to the initiative on social media platforms.

Following suit, Radio City in association with inext extended the initiative to Uttar Pradesh, Eastern markets with ‘Ek Balti Sunday’ - Iss baar kasam khao, har Sunday sirf ek balti paani se nahao’ campaign.

Elaborately executed in three phases, the campaign started with an awareness phase wherein citizens were educated about the issue with actual facts and figures about the looming water crisis. Radio City RJs and team inext then pledged to use only one bucket of water every Sunday and encouraged the audience to take pledge too.

During the final phase of the campaign, the ‘Balti anthem’ released on social media struck the right chord with the audience and garnered a staggering digital reach. Influential celebrities like Abhay Deol, Niti Mohan, Aparshakti Khurana, etc. also extended their appreciation for the initiative by pledging their support.

Speaking about the initiative, Kartik Kalla, Chief Creative Officer, Radio City, said, “We at Radio City have always been the forerunners in addressing issues that plague the city and its citizens. Water scarcity is one of the major issues that country is currently battling and as a mass platform, Radio City took up the mantle to bring about a change with ‘EK Balti Sunday’ and ‘Bucket Sundays’ campaigns. By extensively and aggressively promoting the campaigns on-air, on-ground, in print and on digital platforms, 1,07,58,400 liters of water was successfully saved in just 4 weeks. This incredible feat is a testimony to our belief that initiatives like these will go a long way in bringing about the change we are waiting to see in our society, and it makes us really glad to see the impact created by these campaigns.”

Celebrities and citizens took up the ‘Single Bucket Challenge’ and posted video snippets to motivate people to work towards water conservation. A mass awareness was created on-ground by visiting corporates and societies at large to spread the initiative across cities.

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