BIG FM, India’s prominent radio network, has successfully concluded its impactful initiative, ‘Jal Andolan – Desh Ne Thaani Not to Waste Paani’, aimed at promoting responsible water usage amidst escalating global water crises.

The campaign garnered widespread support from celebrities, government officials, activists, and communities nationwide.

As per a press release, the initiative, launched in response to severe water shortages exacerbated by soaring summer temperatures across major Indian cities, included a series of awareness and conservation efforts. Notably, BIG FM introduced the ‘Jal Daan’ initiative encouraging individuals to minimize water consumption. Water collected through these efforts was distributed via water tankers to various locations in Delhi and NCR regions.

Celebrity endorsements from luminaries like Manoj Bajpayee, Divya Dutta, Raghuvir Yadav, Faisal Malik, Mini Mathur, Alka Yagnik, and Anuradha Podwal bolstered the campaign’s reach. Their participation underscored personal commitments to water conservation and highlighted individual efforts towards sustainability.

Debashree Mukherjee IAS, Secretary of the Jal Shakti Department, lauded the campaign’s impact and applauded the initiative’s efforts in raising public awareness on water conservation.

Sunil Kumaran, COO of BIG FM, emphasized the campaign’s significance, stating, “As water demand rises, conservation becomes imperative. ‘Jal Andolan’ aimed to highlight the importance of mindful water consumption and fostered a healthier environment.”

The campaign’s activities included cleaning water bodies, organizing awareness programs in schools, colleges, malls, and hosting competitions across all BIG FM stations. Listeners also actively engaged by sharing their ‘Jal Warrior’ stories, detailing personal water-saving practices.

In its final phase in Delhi, ‘Jal Andolan’ culminated with ‘Jal Daan,’ encouraging practical steps like bucket showers and wastewater reuse. Approximately 50,000 liters of water were distributed to water-scarce areas in Delhi, facilitated by BIG FM RJs and supported by Delhi Police and local communities.

BIG FM, with 58 stations reaching over 34 crore Indians across 1.9K towns and 1.2 Lakh villages, plays a pivotal role in society. Beyond entertainment, it acts as a ‘thought inspirer’ and catalyst for positive change. Known for its localized content and credible RJs, BIG FM’s ethos ‘Dhun Badal Ke Toh Dekho’ underscores its commitment to impactful programming and community engagement.