MUMBAI: Big FM Rajasthan stations today announced the launch of a unique CSR initiative aiming at creating awareness regarding water conservation called ‘Big Water Relay’. Witnessing participating from all Big FM RJs in Rajasthan along with local NGOs, the month-long Big Water Relay initiative is a 4-Phase water conservation project aiming to create awareness about water-shortage issues in the region thereby spreading the ‘Pani Bachao, Life Bachao’ message.

Being organized across five cities across the state including Jodhpur, Udaipur, Ajmer, Bikaner and Kota, Big Water Relay will kick off on 18 May, 2013 with RJs discussing the issue during the morning show that airs between 7am-11am.

On-air and on-ground promotions has been divided into four distinct phases each of which aims at furthering the knowledge of the populace regarding reduction in the wastage of water. Activities per phase include:

Phase I – Asking Questions Phase will witness the start of critical conversations across all markets.

Phase II – Building Awareness Phase will aim at creating awareness first at a personal level and then amplify messaging to larger civic issues which cause wastage of water.

Phase III – Positive Action Phase will urge listeners from localities not facing acute water shortage to donate one bucket of water to the more unfortunate localities.

Phase IV – Measuring Effect Phase will showcase the impact of BIG Water Relay on the city’s efforts through statistical information including average litres of water saved person, steps involving water conservation, and number of localities or individuals which have invested in rainwater harvesting measures.

Speaking about this initiative, Big FM business head Ashwin Padmanabhan said, “Water scarcity is a problem that is prevalent across the country. BIG Water Relay is our initiative to encourage our listeners across Rajasthan to donate a small amount of their daily water consumption to those who face acute water shortage. Usually, the people of Rajasthan wait for the arrival of monsoon for relief from their water woes. However, this year, they will be on a lookout for 92.7 BIG FM’s BIG Water Relay water tanker to satiate themselves!”