Mega Water Conservation Campaign

While the entire urban India is in the grip of water scarcity; several cities in the country have been grappling to the extent of living the “Day Zero”, when all taps in the city go dry for a day. According to government reports, 12 per cent of India’s population is already living the 'Day Zero' scenario and by the year 2020, major cities like Delhi, Bengaluru, Chennai, Hyderabad and others will reach zero ground water levels and denying over 100 million people access to drinking water as a consequence.

The enormity of the water scarcity can be gauged by the fact that the Union government recently formed a new Jal Shakti (water) ministry, which aims at tackling water issues with a holistic and integrated perspective on the subject. The ministry has announced an ambitious plan to provide piped water connections to every household in India by 2024.

Prime Minister, Shri Narendra Modi has also raised the concern over water crisis in India, iTV Network, India’s fastest growing news and infotainment network launches ‘Aakhri Boond’ ‘every drop counts’(http://www.aakhriboond.com/), an initiative to reach out to the last foothold of the country through all the platforms to sensitize and educate citizens about water conservation.

Prime Minister Shri Narendra Modi, during his radio speech on ‘Mann Ki Baat’ has given a clarion call to the citizens of the country to join hands to save water this monsoon. In this endeavor, Shri Narendra Modi is also seeking contribution from media too, being a responsible news network, iTV Network launched ‘Aakhri Boond’ - the first of its kind and the biggest water conservation initiative in the country.

Speaking about the campaign, Mr Kartikeya Sharma, Founder & Promoter, iTV Network says, “Water conservation is the need of the hour, with the current situation, every drop needs to be treated as last, it becomes imperative for every one of us to take it with utmost seriousness. Aakhri Boond is a mission to educate people about water crisis conservation solutions and we are dedicated to fulfill it.” Further, he added about the campaign and says “The campaign would expand rapidly and will open up a whole new range of opportunities such as water conservation and recycling.”

For the campaign, Mrs Aishwarya Sharma, Chairperson, iTV Foundation, says “I pledge to provide all my support for Aakhri Boond campaign, which targets water conservation and recycling of water as Aakhri Boond aims to be the hope for the coming generation.”