MUMBAI: Big FM India’s No. 1 Radio Network has consistently championed successful social initiatives and for the fourth time in a row, launches the water conservation awareness drive – ‘Pani Bachao, Life Banao’, this year. Calling for national support from listeners to fight the crucial problem of water scarcity, the FM channel is encouraging participation from children to drive the crusade and remind grown-ups to conserve water. Child personalities Saloni Daini and Bal Gopal of Big Magic have been roped in to lead this campaign. They will find practical solutions to water wastage and create awareness & empathy about the water crisis faced in our country.

In line with this initiative, Big FM will also attempt to create a Limca Book Record for the largest kids painting competition across the country. The on-ground campaign will call out to kids below 16 years across 45 cities to participate in a national drawing contest on Sunday 7 June where they will be required to express water conservation, its significance and effects through art. Aiming to execute a two hour competition simultaneously across locations PAN India, the FM network will target participation by over 45,000 kids.

Big FM’s expansive reach has enabled them to create awareness and promote various social causes, over the years. The one month campaign will be backed by on-ground as well as on-air activities along with an extensive digital campaign.

Speaking about the campaign, Reliance Broadcast Network Limited, EVP and Business Head, Ashwin Padmanabhan, stated, “PaniBachao Life Banao is a very special campaign for us and through this initiative, we aim to encourage and spread awareness amongst our listeners to take necessary steps to conserve water. This year, we wanted children to drive the message and lead the campaign, reminding adults of the need to preserve water. We have a robust campaign across the digital medium, on-air promotions and on-ground events to drive this social cause and we are positive that it will create a huge impact.”FM’s expansive reach has enabled them to create awareness and promote various social causes, over the years. The one month campaign will be backed by on-ground as well as on-air activities along with an extensive digital campaign.