Lokmat - Rin Jal Samruddh Maharashtra

This film by Lokmat, in collaboration with Rin, addresses the urgent crisis of water scarcity in Maharashtra, impacted by a strong communication - #JalNahiTohKalNahi. By using children as the protagonists, it holds a mirror to society, highlighting the subconscious habits of water wastage that adults often overlook.

Insight:
Behavioral change starts at home, yet adults are often the biggest violators of resource conservation. While children are taught about sustainability in school, they witness the opposite at home. To truly drive a message of conservation, we needed to show that the next generation is observing our every move.

Idea:
Through a candid, "vox-pop" style narrative, the film features children innocently exposing the water-wasting habits of their parents and helpers. This creates a sense of accountability, leading into a powerful statistical reveal about India’s water crisis. The campaign positions water conservation as a promise to our children’s future under the initiative #JalNahiTohKalNahi.