By A Correspondent
Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of Cutting Chai, a unique culture in India, this campaign brings focus on the very fact that if the quench is of half a glass then one should only take half a glass of water.
Conceptualised by Famous Innovations, the three films developed portray varied scenarios which are both indoor and outdoor, namely, an office setting, a caf̩ and inside a home. The production values are high and the setup is natural establishing the concept of #CuttingPaani and amplifying the fact of optimizing usage of water by taking only what is required. The tagline of the campaign is РAgar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.
Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said: “According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 percent. Research also shows that 7 out of 10 people don’t finish their glass of water, which then goes to waste. Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although, there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favored medium of communication, we intend to go all out and spread the message far and wide.â€
Added Siddhartha Singh, CEO, Famous Innovations: “For any movement to galvanize we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”