Mirchi Partners With Ministry Of Jal Shakti To Launch Nationwide ‘Jal Vaani’ Campaign

Amid growing concerns over water shortages, polluted rivers and irregular supply across Indian cities and towns, Mirchi has launched Mirchi Jal Vaani, a nationwide radio initiative aimed at promoting water conservation and responsible usage. The campaign has been rolled out in association with the National Water Mission under the Ministry of Jal Shakti, and is being broadcast across all Mirchi radio stations in the country.

Positioned around the national philosophy of Jal Sanchay, Jan Bhagidari, the initiative underscores the importance of community participation in sustainable water management. At a time when rivers such as the Yamuna continue to battle severe pollution and several urban neighbourhoods face unsafe or disrupted water supply, the campaign highlights how individual behaviour can be as critical as infrastructure and policy reforms.

Each episode of Mirchi Jal Vaani features government-recognised Water Warriors from across India who have undertaken impactful water conservation efforts within their communities. Their stories offer on-ground insights into how local initiatives, from rainwater harvesting to awareness drives, can collectively support national sustainability goals.

As part of the campaign, Mirchi also conducted a social experiment in Delhi, led by popular radio host RJ Naved. In a high-footfall public area, a visibly dripping tap was deliberately left unattended to observe public response. While many passersby ignored it, a few individuals stepped forward to close the tap and prevent water wastage. These participants were later recognised as “Mirchi Jal Warriors,” reinforcing the message that small, everyday actions can create meaningful change.

Echoing the campaign’s intent, participating Water Warriors collectively stated that India’s water challenges stem not only from overuse and pollution but also from a lack of awareness and responsibility. They emphasised that while governments can implement policies and systems, long-term conservation depends on citizens recognising water as a shared and finite resource. Reaching people through a familiar medium like radio, they noted, can help influence attitudes and everyday habits in practical ways.

The campaign is further amplified through RJ-led digital content and celebrity participation, extending its reach to younger and urban audiences where water consumption and wastage remain pressing concerns.

With Mirchi Jal Vaani, the network is leveraging the power of radio and digital storytelling to place water conservation at the centre of public discourse — reminding citizens that sustainable change begins with individual accountability.