News18 and Reckitt Benckiser’s Harpic extend the #MissionPaani campaign to celebrate JalPratigyaDiwas and World Toilet Day with renewed message of ‘SwachhtaaurPaani’

~ Launched in 2019, the nationwide water conservation campaign #MissionPaani re-calibrates with a renewed message and objective to save water while focusing on efficient water management ~

~ Extending their support Shri M. Venkaiah Naidu, Hon’ble Vice President of India, Gajendra Singh Shekhawat, Minister of Jal Shakti, Department of Water Resources, RD & GR, Shri Ramesh Pokhriyal, Hon’ble Minister of Education took the JalPratigya (water conservation oath) on November 19th celebrated as JalPratigyaDiwas and World Toilet Day ~

~ Bollywood actor Akshay Kumar to raise awareness about saving water for improved hygiene ~

Water conservation has been solely focused on the idea of saving drinking water; however, the pandemic of 2020 has taught people that it is essential to not just use water but utilize it in moderation. Taking a step towards raising awareness on water conservation to maintain hygiene as well as practice efficient water management, News18 and Harpic’s #MissionPaani campaign introduces- ‘SwachhtaaurPaani’ (Hygiene and Water).  In a special virtual event hosted by News18, Shri M. Venkaiah Naidu, Hon’ble Vice President of India; Hon’ble Minister of Jal Shakti Shri Gajendra Singh Shekhawat; Shri Ramesh Pokhriyal, Hon’ble Minister of Education along with Akshay Kumar, Campaign Ambassador and other dignitaries extended their contribution and support to the cause by taking the JalPratigya (water conservation oath). Marking the JalPratigyaDiwas and World Toilet Day, the live event also witnessed the launch of a new campaign anthem which encourages society to take forward the responsibility mantle across the country. Anthem lyricist Prasoon Joshi and composer A.R. Rahman encouraged viewers to pledge their support to the cause.

The 2 hour live event anchored by Anand Narasimhan and Kishore Ajwani saw several Chief Ministers lay out their 2025 water-security and hygiene goals. Furthermore, Al Gore – Former Vice President, USA and Environmentalist, Jack Sim – Founder, World Toilet Organization shed light on some of the most pioneering initiatives around the cause. The event also invited several school principals and students from across the country to take the JalPratigya and share their stories on water conservation. The award-winning #MissionPaani initiative championed the cause by raising actionable awareness and lending support to water conservationists all around the nation. With the initiative’s extension and renewed objective, the aim is to collectively work towards ensuring water availability for our future generations.

The #MissionPaani campaign was inspired by PM Narendra Modi’s appeal to come together for water conservation with ‘JalAndolan’. Network18, India’s most diversified media conglomerate, along with Reckitt Benckiser, the world’s leading health and hygiene company, announced the #MissionPaani campaign in 2019 to a resounding success. Through SwachhtaaurPaani, News18 and Reckitt Benckiser will highlight the critical components of both water and hygiene and bring everyone together in this mission for a safe & sustainable tomorrow.

Minister of Jal Shakti Shri Gajendra Singh Shekhawat said, “I would like to extend my gratitude to all the eminent ministers and celebrities who have come forward to support and promote MissionPaani, an initiative by News18. Through the campaign, I would like to bring all the Indian citizens, right from farmers, students, teachers, to celebrities together to fight against the prevailing problem of water scarcity. All of us must collectively work towards conserving water by 2024 so that each house is equipped with adequate water supply. We have been bestowed with ample of resources by Mother Nature and now we must learn to preserve and live a sustainable life. Water management and judicious water consumption being one of the ways. With this, I would request and urge people across the country to join hands with us and take the Jal Pratigya to help the nation.”

Speaking about the campaign Rahul Joshi, MD & Group Editor-in-Chief, Network18 said, “We at Network 18, are honoured to be the voice of the nation as we come forward to work towards our shared hope of a safe and sustainable future. We seek to bring a positive change in the society by raising awareness and supporting a cause that will help millions of people from around the country. As a media platform, our role in providing responsible information and ensuring its availability has helped us in driving impactful reforms. With this campaign, our aim has been to encourage the people of our nation to create a healthy future for all of us.”

Laxman Narasimhan, Global CEO, Reckitt Benckiser Group commented “Over a year ago we defined our purpose where we exist to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world. We also articulated our fight- to ensure access to high quality products, information that drives behaviour change and availability. Water is instrumental in enabling hygiene and sanitation. Because with the availability of water and our commitment to hygiene and sanitation we can put in place a first line of defense to address this issue. Today on World Toilet Day, we are reaching out to a wide audience on a common message on water conservation and hygiene. We can all be ambassadors of water and hygiene. I urge you all to join me to take your Jal Pratigya today.”

Commenting on the campaign, A.R. Rahman, Music Composer & Grammy Award-winner said, “The water crisis is one of the most compelling situations we need to address. The ‘Paani Anthem’, created by Prasoon (Joshi) and I, is a call to action sung by the generation with the most to lose if we don’t conserve water: today’s children. It’s important to lay a foundation of care to address the water issue, to develop conscious action around how water is used and consumed, to remind people to be careful. The all-children choir is the voice of our youth who are looking to make a difference. We are hoping to encourage the nation to take the water oath in an attempt at saving water.”

Contributing to this campaign, Mr. Akshay Kumar, commented, “We shouldn’t reach a point in our lives where we realize the true value of water only when we no longer have it. This is all the reason why it’s important to be responsible citizens and put others before ourselves to conserve water for their use and benefit. Such things have a snow-ball effect and we need to start thinking about the consequences of our actions when it comes to the usage of available resources. I have utmost confidence in the campaign in making society aware of what needs to be done and hope to see countless lives being saved in these testing times. Dhayan rakhien, Swachhta aur Paani akhir bachani Hai Zindgani.”

Prasoon Joshi, lyricist of the anthem and CEO of McCann Worldgroup India commented, “Badalni hai paani ki kahaani, ‘Swachhta aur Paani.’ When I started to conceptualise this theme and pen down thoughts for Harpic Mission Paani, I realized how much we have taken water for granted. We must consciously start protecting our rivers and water bodies and we need to do our bit to conserve water. The anthem is our way of making people realise that we need to bring about a change. Let us save lives by saving water”.

Climate Reality Project and Water Aid have joined hands with #MissionPaani – ‘SwachhtaaurPaani’ as Knowledge Partners.