As a part of RB’s fight to make access to hygiene, wellness and nourishment a right and not a privilege, RB’s Harpic’s Mission Paani campaign is addressing the water crisis and hygiene issues in India. On World Toilet Day, Laxman Narasimhan, Global CEO, Reckitt Benckiser Group and Grammy award winner A.R Rahman launched the ‘Paani Anthem’ at the ‘Jal Pratigya Diwas’ virtual event.
Speaking on the anthem launch, Narasimhan Eswar, Senior Vice President, RB Hygiene, South Asia said, “With Harpic, we have been driving mass behavioural change towards toilet sanitation over the years. Today, on World Toilet Day, given the high interdependency of water and sanitation, Harpic Mission Paani with our partners is looking to create awareness on the water crisis in India and educate people on the need for conserving water. We will be focusing on transformational behaviour change towards water and sanitation through a variety of memorable educational methods using popular culture, music, inspirational stories of water warriors and other means.”
Contributing to this campaign, Akshay Kumar, Mission Paani Ambassador 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. Dhyan rakhien, Swatchta aur Paani akhir bachani Hai Zindgani.”
Commenting on joining hands with RB, 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.”
‘Anthem for saving water’ written by Prasoon Joshi, is looking to drive behavioural change on the water and hygiene issues plaguing the country. The anthem launched with A.R. Rahman and an all-children choir is reaching out to audiences across the country to join this mission to save water. School children from across India will be joining the Mission Paani movement and taking a pledge, the ‘Jal Pratigya’ to save water.