India’s growing concerns around water shortages, polluted rivers and irregular supply have brought the issue of conservation into sharper focus. Against this backdrop, Mirchi has launched ‘Mirchi Jal Vaani’, a nationwide radio initiative in association with the National Water Mission and the Ministry of Jal Shakti.

The campaign is currently being aired across Mirchi radio stations across the country, aiming to raise public awareness and encourage responsible water usage.

According to a press release, the initiative is aligned with the national philosophy of ‘Jal Sanchay, Jan Bhagidari’, emphasising community participation in sustainable water management. At a time when rivers such as the Yamuna continue to face severe pollution and several urban neighbourhoods struggle with unsafe or disrupted water supply, the campaign highlights the role of everyday behaviour alongside policy and infrastructure in addressing the crisis.

Each episode of ‘Mirchi Jal Vaani’ features government-recognised Water Warriors from different parts of the country who have taken meaningful steps towards water conservation within their communities. Through real-life experiences, the programme showcases grassroots efforts and demonstrates how local action can support broader national objectives in managing water resources.

As part of the initiative, Mirchi also carried out a social experiment in Delhi led by RJ Naved. A visibly dripping tap was left unattended in a high-footfall public area to observe public response. While many passersby ignored the wastage, a few individuals stopped to close the tap and prevent further loss of water. These participants were later acknowledged and honoured as Mirchi Jal Warriors, reinforcing the message that small actions can contribute significantly to conservation.

Echoing the urgency of the issue, Water Warriors associated with the campaign shared a collective perspective on India’s water challenges. They noted that the country’s water situation stems from years of overuse, pollution and disregard for natural limits, stressing that the challenge extends beyond availability to awareness and public attitude. While governments can establish systems and policies, they emphasised that conservation will succeed only when citizens recognise water as a shared and finite resource and adopt responsible behaviour in everyday life.

The campaign is further supported by RJ-led digital content and celebrity participation, enabling the message to reach a wider audience, particularly in urban centres where water consumption and wastage remain significant concerns. Through radio and digital platforms, the initiative seeks to integrate awareness into daily routines and encourage collective responsibility towards securing water for future generations.