The 360-degree pan-India campaign “Aakhri Boond” by the iTV Network has been ideated essentially to sensitize and educate people across the country about conservation of water. The fast depleting water level in more than half the country calls for prompt and effective measures to save every drop of water, considering it to be the last drop, and thus ensuring the future generation has enough to live a comfortable life.


Based on the three principles – awareness, education and motivation – the mega campaign aims at managing water resources in a sustained way to assure stability for the coming future. With active participation of people and the government, the iTV network intends to impart basic education on water conservation while also amalgamating the ancient and modern scientific techniques of irrigation and agricultural practices in the different regions, recycling and reuse of water and also improving the distribution and management of water.