India is on the verge of a water crisis but most of the people remain ignorant to the fact and are not perturbed by its implications. Kaun Kitney Paani Mein is a Hindi feature film directed by Nila Madhab Panda set in a hypothetical village in India facing severe water scarcity. The film seeks to highlight the conflicts water scarcity can lead to and the importance of water conservation.
WaterAid India partnered with the Bollywood film Kaun Kitney Paani Mein (English title: In Troubled Waters) and One Drop Foundation to highlight issues of water scarcity and water conservation in India. A series of communication activities were planned under this partnership including an exclusive twitter chat with the lead actor Kunal Kapoor, an exclusive film premiere in Delhi with participation of the WASH sector and a post premiere Q&A with the film’s main cast, crew and Neeraj Jain our Chief Executive.
We also partnered with India’s leading online retailer Snapdeal. As part of this initiative, Snapdeal and WaterAid encouraged its customer base/supporters to buy and donate soap to WaterAid for use in our school WASH projects. There is an insert at the end of the film urging viewers to donate soap to WaterAid through Snapdeal. We are also exploring a collaboration with One Drop and the filmmaker over use and dissemination of the film post its commercial life for awareness purposes.
The #paanichat (Twitter Chat) reached 367,701 accounts and had 6,457,763 impressions. The chat was able to bring to forefront the issues around water scarcity in India and why it is time we must start thinking water conservation. The Bollywood touch to the chat made the Twitter chat more reachable to the people and we are able to engage people quite effectively.
The premiere which was attended by the cast of the film as well as Chief Minister Arvind Kejriwal and Deputy Chief Minister Manish Sisodia of Delhi gave WaterAid India a huge image boost and as well as an opportunity to project ourselves as a leading organisation in the WASH sector. We were also able to record bytes of the cast and CM and Deputy CM around the importance of water conservation. We will be using these strategically to push for the importance of water conservation.