On the occasion of World Earth Day, IIFA (International Indian Film Academy) and AquaKraft announced the beginning of a special water advocacy and influencer initiative called Be Water +ve, which aims to build a movement to make India’s villages Water +ve. The programme is based on the vision and motivation of the Prime Minister to attain water security by 2047.
The Be Water + ve movement will be a composite of active advocacy addressing water security, on-ground interventions in drinking water, sanitation, and water recycling, community participation, and governance, guided by the Ministry of Jal Shakti and several knowledge partners.
Speaking on the occasion, Minister of Jal Shakti, Shri Gajendra Singh Shekhawat, said, “Looking ahead, the need for water is increasing manifold. While the Jal Shakti Ministry has been doing extensive work that is being recognised as an inspiring effort across the world, it can only succeed when people join hands with government efforts. As our Prime Minister Narendra Modi has said, Jal Jan Abhiyaan and Jan Bhagidaari are needed simultaneously to achieve India’s Water Vision 2047, thereby ensuring longevity and permanent solutions.”
“The participation of corporate India and civil society only amplifies the effort and would give a definite sense of ownership. I take this opportunity to laud the campaign BE WATER +ve, jointly launched by IIFA and AquaKraft. The most notable part of this campaign is the on-ground water management interventions proposed with inclusive participation by corporations and civil society that would be amplified by celebrity ambassadors. I invite corporations to join this campaign and contribute towards making India water-friendly. I congratulate IIFA and AquaKraft for curating such a unique initiative to activate public effort to Be Water +ve and commit to providing them all needed guidance and active support from the Jal Shakti Ministry”, the Minister added.
“Working together, IIFA and AquaKraft will create an informative and exciting campaign that will enlist support from civil society, corporate India, and global corporations, while at the same time ensuring that the technologies deployed are world-class, sustainable, and easy to implement over long periods, accommodating climatic changes in line with the vision of Water Security 2047”, said Dr. Subramanya Kusnur, speaking on behalf of the Be Water +ve initiative.
IIFA is the biggest film awards celebration that has been held for 23 years across the world and enjoys a viewership of 800 million globally. The cinema celebration platform has been the largest celebrity advocacy platform and has been consistently activating social advocacy campaigns about the environment since 2007.
AquaKraft has been at the forefront of advocating for water sustainability since its inception in 2010. Over the past decade, it has innovated and implemented green, energy-efficient, and water-saving technologies in the area of drinking water and sanitation across the length and breadth of India.