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 and 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 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 Sadhguru Jaggi Vasudev, Founder, Rally for Rivers, who connected via a Live Link to express their support to this cause.
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.”
Expressing his views on this initiative, 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.”