“Thousands have lived without love, not one without water,” English-American poet, WH Auden, famously wrote more than half-century ago. Despite the progress of human civilization ever since, the words continue to assume increased relevance with every passing day.
Amidst the growing concerns of acute water shortage globally, a video campaign created by the Adani Group on the occasion of World Water Day drove home the key message of water conservation with aplomb.
The narrative juxtaposed our priorities in life through a well-crafted conversation around bucket lists with the daily struggle of people in water-scarce areas. The film opens with a voice over of larger than life items in our bucket lists as we see a homemaker’s daunting routine to get a bucket of water.
The stark contrast subtly reminds the audience about the fundamental disparities between urban and rural lifestyles. It tells us that while we dream of owning a Jacuzzi or an Infinity Pool, crores of Indians and people across the world survive on just one bucket of water in a day.
The story as one would expect sparked off a healthy discussion among people online. Many of them volunteered to add a new item to their bucket lists towards water conversation. For instance, Rishabh Singh, a Twitter user wrote, “Wherever I see water running from the tap, I inform the concerned people so that every single drop can be saved for our future generations. #BucketList @AdaniOnline.”.
Likewise, Mallika Ahmed urged everyone to plant trees, save rivers and practice rainwater harvesting for a better future through her Facebook post. Hopefully, such thought-provoking campaigns would inspire us to be more responsible about the way we use water.
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