INITIATIVE

aakhri boond

While the entire urban India is in the grip of water scarcity; several cities in the country have been grappling to the extent of living the “Day Zero”, when all taps in the city go dry for a day. According to government reports, 12 per cent of India’s population is already living the ‘Day Zero’ scenario and by the year 2020, major cities like Delhi, Bengaluru, Chennai, Hyderabad and others will reach zero ground water levels and denying over 100 million people access to drinking water as a consequence. The enormity of the water scarcity can be gauged by the fact that the Union government recently formed a new Jal Shakti (water) ministry, which aims at tackling water issues with a holistic and integrated perspective on the subject. The ministry has announced an ambitious plan to provide piped water connections to every household in India by 2024.

Prime Minister Narendra Modi himself has raised the issue on numerous occasions and also gave a clarion call to every citizen of the country to save water and the future of the country. The Prime Minister also sought contribution from media and being a responsible media house, iTV Network launched ‘Aakhri Boond’ – the first of its kind and the biggest water conservation initiative in the country.

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Our News

  • iTV Network launches ‘Aakhri Boond’ water conservation campaign

    Published by: ETBRANDEQUITY

    iTV network, will be doing a series of activities and programmes on water conservation on multiple platforms including print, electronic and digital media with its millions of viewers

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  • iTV Network launches ‘Aakhri Boond’, mega water conservation campaign

    Published by: INDIANTELEVISION

    MUMBAI: While the entire urban India is in the grip of water scarcity; several cities in the country have been grappling to the extent of living the “Day Zero”, when all taps in the city go dry for a day. According to government reports, 12 per cent of India’s population is already living the 'Day Zero' scenario and by the year 2020, major cities like Delhi, Bengaluru, Chennai, Hyderabad and others will reach zero ground water levels and denying over 100 million people access to drinking water as a consequence. 

    Read Full story

  • iTV Network launches ‘Aakhri Boond’, Mega Water Conservation Campaign

    Published by: EVERYTHINGEXPERIENTIAL

    “I pledge to provide all my support for Aakhri Boond campaign, which targets water conservation and recycling of water as Aakhri Boond aims to be the hope for the coming generation", Aishwarya Sharma, Chairperson, iTV Foundation

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