Mukul Madhav Foundation

The Sound of Rest | World Water Day

Agency: Schbang


Leisure. Aspirations. Hope for their future generations.

These are just a few things that countless Indian women give away on their daily walk to access water. As per the World Economic Forum, a woman in rural India walks an average of 5 to 20 km everyday to source water for their household. Over a year, these are hundreds of hours spent in the scorching heat for a resource that is one of our most basic rights.

For the past 2 decades, we at Mukul Madhav Foundation have been working to change this narrative through multiple initiatives including rainwater harvesting, building Cement Nala Bunds (CNBs), setting up pipelines, tanks, RO filters and more.

On the occasion of World Water Day, we conceptualised an illustrated video that starts as a conversation between two women who used to walk miles to access this basic resource. With a focus on 'sound', as a unifying element, we talk about how access to water now represents a future where women have more time, access to leisure and opportunities to dream - for themselves and their future generations.

This professional campaign titled 'The Sound of Rest | World Water Day' was published in India in March, 2024. It was created for the brand: Mukul Madhav Foundation, by ad agency: Schbang. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 9 days ago by Kar: Anindita of Schbang.


Agency Team:
Varsha Rohani, Associate Vice President
Anindita Kar, Team Lead
Shivanshi Khanna, Sr. Brand Impact Strategist, Voiceover Artist
Isha Keni, Illustrator

Client Team:
Mrs. Ritu Hinduja Chhabria
Ms. Gayatri Chhabria
Mr. Vinay Patil
Mr. Sumit Bhatia

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