Water in India is a scarce resource and yet its wastage sees no end. Hindustan, India’s second largest daily, decided to raise its voice on this important issue through a 10 day editorial campaign titled ‘Paani Mera Haq’ highlighting the core issue of water wastage and the impact it had on the residents. This was accompanied with a first-of-its-kind innovation across B2B agencies, promoting them to save water.
Hindustan used its massive on-ground presence across cities in U.P. and Bihar, to orchestrate multiple activities including RWA audits with subject matter experts highlighting damaged pipelines leading to water wastage and prompting quick repair work. This was combined with empowering residents to become Citizen Journalists, giving them an opportunity to raise their voice against water leakage which was in turn amplified by Hindustan. Additionally, Samwaad sessions were also conducted across key locations of UP and Bihar with people of influence to engage them on the importance of saving water.
Along with these activities, Hindustan engaged with its B2B clients through innovative DM distribution of alcohol humidified wet wipes, enabling each person to save up to 100 liters of water. Here is a short video on the innovative ‘Water Saving Box’:
Talking about the initiative, Rajan Bhalla, Group CMO, HT Media Ltd. said, "Hindustan believes in not only driving conversations about the issues that matter but also work towards an effective solution. The ‘Paani Mera Haq’ campaign was another innovative effort in the direction of leveraging our reach and network to spread awareness and find solutions for a critical issue affecting each one of us. The success of this campaign across platforms was yet another validation of Hindustan delivering on its core brand promise – Tarakki ka Naya Nazariya."