Mirchi launched “Jal Vaani,” a nationwide water conservation campaign in association with the National Water Mission and Ministry of Jal Shakti on February 16, 2026. Singer Mohit Chauhan, actor Taapsee Pannu, and filmmaker Anubhav Sinha are supporting the initiative to encourage Indians to take small daily steps to save water amid growing shortages, polluted rivers, and irregular supply quietly becoming part of daily life.

The campaign uses familiar voices and everyday situations to spark natural conversations about water, rooted in the philosophy of Jal Sanchay, Jan Bhagidari (Water Conservation, People’s Participation).

Campaign Structure and Water Warriors

Campaign Element	Details
Partner Organizations	National Water Mission, Ministry of Jal Shakti
Media Partner	Mirchi (Radio Mirchi)
Celebrity Ambassadors	Mohit Chauhan, Taapsee Pannu, Anubhav Sinha
Content Format	RJ-led digital content, episodic storytelling
Featured Participants	Government-recognized Water Warriors from across India
Core Philosophy	Jal Sanchay, Jan Bhagidari

Each episode features government-recognized Water Warriors from across India who have implemented practical water conservation initiatives and mobilized their communities. These stories demonstrate how small, local actions can collectively create significant change.

Celebrity Voices for Change

According to Mohit Chauhan, “Water is something we all take for granted until it becomes scarce. Being part of Jal Vaani gave me a chance to remind people that every action counts. Turning off a tap, saving every drop, or just noticing wastage around you—these small steps build a bigger culture of care”.

Taapsee Pannu emphasized the shared responsibility, stating: “Water conservation isn’t just a policy matter, it’s a personal responsibility each of us must embrace. Every drop we save today is a promise we keep for future generations”.

The Water Warriors featured in the campaign echoed the collective vision, stating India’s water situation results from years of overuse, pollution, and disregard for natural limits, and true conservation happens when citizens recognize water as a shared and finite resource.

Reaching Urban Youth Through Digital Content

The campaign leverages RJ-led digital content to reach urban audiences and younger listeners who are shaping everyday consumption habits. This strategy recognizes that lasting behavioral change requires meeting audiences where they already consume content rather than relying solely on traditional public service announcements.

The message is clear: long-term water security depends on both policy and individual action. While governments create infrastructure and regulations, sustainable water management requires active citizen participation in daily conservation practices.

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Through Jal Vaani, the National Water Mission and Ministry of Jal Shakti hope to cultivate a culture where water is valued, conserved, and shared responsibly—transforming water from a taken-for-granted resource into something Indians actively protect.