Owing to the major water crisis plaguing the country, Radio City in association with Sunday-Mid-day initiated ‘Bucket Sundays’ campaign to address the issue of increasing scarcity of water. The campaign urged Mumbaikars to use only one bucket of water every Sunday instead of taking a shower to avoid excess wastage of running water. The campaign garnered tremendous support not only from the citizens, but also from Bollywood celebrities like Malaika Arora, Boman Irani, Esha Gupta, Amaal Malik and others who extended their support to the initiative on social media platforms.

Following suit, Radio City in association with inext extended the initiative to Uttar Pradesh, Eastern markets with ‘Ek Balti Sunday’ - ‘Iss baar kasam khao, har Sunday sirfek Balti paani se nahao’ campaign. Elaborately executed in three phases, the campaign started with an awareness phase wherein citizens were educated about the issue with actual facts and figures about the looming water crisis.

Radio City RJs and team pledged to use only one bucket of water every Sunday and encouraged the audience to take pledge too. During the final phase of the campaign, the ‘Balti anthem’ released on social media struck the right chord with the audience and garnered a staggering digital reach. Influential celebrities like AbhayDeol, Niti Mohan, Aparshakti Khurana, etc. also extended their appreciation for the initiative by pledging their support.

Bucket Sundays and Ek Balti Sunday garnered an overwhelming response across Radio City, Mid-day and inext’s social media platforms. Celebrities and citizens took up the ‘Single Bucket Challenge’ and posted video snippets to motivate people to work towards water conservation. A mass awareness was created on-ground by visiting corporates and societies at large to spread the initiative across cities.

In India, at least 200,000 people die every year due to lack of access to safe water and 75 percent of households do not have access to drinking water. With initiatives like these, Radio City continues to leverage the power of radio in bringing about a positive change in the society.