MUMBAI: Big FM has consistently championed successful social initiatives and for the fourth time in a row, launched the water conservation awareness drive – ‘Pani Bachao, Life Banao’, this year.

Actor Sonali Kulkarni and child comedienne Saloni Daini of BIG Magic supported the campaign whole-heartedly and were seen cheering for the kids and interacting with them on their thoughts on water conservation. Saloni was at her humourous best and was seen telling children why saving water is important. Sonali Kulkarni was all praises for Big FM for championing the cause through the campaign Pani Bachao, Life Banao.

The painting competition in Mumbai saw a whopping 2000 children in the age group of 16 years and below who turned up with gusto on a Sunday morning with their parents in tow. Varied representation of water conservation was seen through their drawing. The painting competition took places across 45 cities in India. 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.

Speaking about the campaign, Reliance Broadcast Network Limited, EVP Ashwin Padmanabhan, stated, “’Pani Bachao 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.”