Red FM's 'Paani Yaad Dila Denge' campaign to raise alarm about water scarcity

Red FM has launched its ‘Paani Yaad Dila Denge’ campaign in a bid to raise awareness about the water shortage that has hit vast parts of India.

With the campaign, the radio network emphasises the gravity of the situation by placing a daily reminder for 200 days on the morning shows to create awareness and share tips about water conservation.

According to a 2018 report on the underground water level by ‘NITI Aayog’, India is facing its worst-ever water crisis in 21 cities, including Delhi, Bengaluru, Chennai and Hyderabad.

These cities are estimated to run out of groundwater by 2020, affecting nearly 100 million people. To make this a persuasive and widespread reach, Red FM plans to collaborate with various organisations, including Pi-lo, India’s 1st talking water ATMs.

Nisha Narayanan

Nisha Narayanan, COO and Director, Red FM, said, “Amid the rampant water scarcity prevailing in many parts of the country, the government is also working extensively on this subject by creating the Jal Shakti Ministry. Small efforts go a long way in making big changes, and keeping this in mind, we have created the ‘Paani Yaad Dila Denge’ campaign. With a span of 200 days, we intend to spread the message across to all our listeners. Our collaboration with Pi-Lo for ‘Paani Yaad Dila Denge’ will magnify the reach of this initiative. We are confident that this initiative will mark the beginning of a safe and sustainable approach towards water conservation.”

To tackle the constant issue of people not shutting the taps while brushing/shaving, Red FM will go to different cities and distribute mugs to the listeners. This campaign aims to incite people by making them aware of the massive condition faced by 21 cities.

This will be social media driven, encouraging the audiences to post their photo with the mug, using ‘#MugShots’. These photos will be further screened on all Pi-Lo water ATMs.

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