In a communally charged atmosphere, even water was enough to ignite a fire.

As a newspaper brand, we had to address not only the water issue, but also inspire communities to live on harmony.

As a solution, we created a large Water Piggy Bank and went door to door asking people across communities to donate water. This water was redistributed to underprivileged and outcastes with no access to water. The message communicated was “Water has no caste, religion or colour, it can quench anybody’s thirst irrespective of his position in the social order”

- SPREADING HARMONY: We created a large Water Piggy Bank and went door to door asking people across communities to donate water. This water was redistributed to underprivileged and outcastes with no access to water.

- EDITORIAL ACTION : We mainstreamed the issue and created awareness on the rampant corruption, water mafia and shook up authorities.

- AFFIRMATIVE ACTION ON GROUND: We collaborated with an NGO to fix broken pipes and installed new taps.

- APPOINTED 275 WATER GUARDIANS to protect the tap post installation.

- WATER BELL: Hourly workshop in schools on saving water.

- 24 STREET THEATRES organized to stop communal fights over water

- 30,000 PEOPLE PLEDGED to conserve water

- PROMOTION through Radio, Outdoor, Print, Bike Rallies, Morning walks

- 10,000 students participated in painting competition on Water Conservation

- 4000 people participated in Public Awareness rallies

- Organized 10 Seminars with experts

WINNING THE BATTLE FOR THE CITY

- Installed 450 public water supply taps saving 4.5mn litres of water/day

- Replaced 10,324 residential taps saving 0.5 mn litres of water/day

- Replaced 540 taps at Public Drinking places saving 54,000 litres of water/day

- Overall, 5mn litres of water/day was saved. Conservatively, the economic impact of this works out to saving INR 9bn per year

- 7000 litres of water was distributed to the underprivileged and outcastes who had no access to water

AFFIRMATIVE GOVERNMENT ACTION

- Government conducted raids on illegal water bottling plants

- Action taken against 17 unauthorized car washing centres each of which used about 10,000 litres of water every day

- Action taken against people with unauthorized water connections

- Water samples being tested at all ice making factories

WINNING FOR THE BRAND

- Dainik Jagran retained its No.1 position in Bhagalpur District circulation