Make India Water Positive
2018 Finalist

Make India Water Positive

Bennett Coleman & Co. Ltd.

New Delhi, India

Category Advertising Sales and Retention

Media associated with this campaign

Overview of this campaign

Make India Water Positive is a campaign that urges the consumers and their favorite brands to be responsible and give water back to the society by recycling, replenishing water for a good cause.

The intent behind is to encourage Indian Nationals to stand for the cause and to spread awareness about the unknowing contribution that results in this scarcity of water.


  • To bring a behavioral change among the TOI readers and compel them to make a responsible choice of the brands that they select to buy. 

a)        This campaign may influence consumer’s choice of buying products / brands which are Water positive (over the brands which are not). 

b)       This choice of water positive products/ brands will be perceived/seen as consumers’ contribution towards the society on conserving water, i.e. their decision has helped conserve water. 

  • This campaign may compel commercial hubs and industries to become "Water Positive". 
  • This initiative may increase awareness and trigger the government authorities to effectively enforce Water use Efficiency Certification* for industrial and domestic sector on the Water Rating, similar to the Bureau of Energy Efficiency rating.

Results for this campaign

Thousands of people joined & supported the campaign. It witnessed very effective use of various media platforms, including Print, TV, Radio, Website and Social Media to create awareness against the rising water pollution levels

Make India Water Positive started with an idea that only when our industries replenish and conserve more water than they consume, only then India truly become water positive.

This campaign created awareness amongst the people to buy brands that are water positive and compel industries to treat, recycle and replenish water.

"Make India Water Positive" is two-fold — the first being to sensitize citizens to make a responsible choice of the brands that they select. The second part of the campaign entails training commercial hubs and industries in becoming "Water Positive Brands."

Many corporates joined in to support this initiative, like, Wenger Berger, BMC, Roca, Wapco, MM Aqua, Indospace, Grundfos, Havells, Aashirwad Pipes, Radio Mirchi, HUL (Rin), Coke, Godrej Appliances, Pidilite, PepsiCo.

This campaign voiced a simple message - if we don't act now, there will be no drop remaining to fight for! This hard-hitting message, aims to encourage people to recycle, replenish and harvest water for a good cause.

Remember, every drop counts!

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