Livpure campaign helps Shimla resolve water crisis

14 Dec,2018

By  A Correspondent


Livpure has unveiled its new digital film titled ‘CuttingPaani 2.0’, an extension to their #CuttingPaani 1.0 campaign. #CuttingPaani asks citizens that if the quench is of half a glass then one should only take half a glass of water.


Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said, “Our dipstick showed that Indians in general are very casual about wasting water. And, as we all know, it is a very scarce resource and possibly future wars would be fought for water! Our #CuttingPaani campaign launched in March this year highlighted the significance of drinking water judiciously and received rave response from citizens and consumers alike. We were able to get 7.8 million views and 18 million reach. However, we further wanted to highlight the importance of this campaign and taking Shimla as the pilot city, we educated the citizens on ‘Paani Bachao, Cutting Mangao’.”


Added Raj Kamble, Founder & CCO, Famous Innovations: “#CuttingPaani is not an ad campaign, it is an act – a movement with the power to spark real change. ‘Cutting chai’ is such a common concept in India – why can’t the same be applied to water? We launched this idea last year in India’s top cities, but found that Shimla was in a unique and critical situation, and therefore needed action the most. We’re heartened about the enthusiastic participation by the people of Shimla and even pleasantly surprised to find the practice adopted by restaurants all over Pune, Bangalore, Nagpur, Lonavala and other small towns! #CuttingPaani is a simple change of habit that we hope will go a long way,”



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