Water purifier brand Livpure has joined Isha Foundation's Rally for Rivers campaign.
Conceptualised by Famous Innovations, titled #RiversInABottle, the initiative brought out the state of six major rivers in India through six drinking water bottles. The bottles contained water representating the actual level of depletion of these rivers along with an infographic explaining the state of the river in question and ways in which consumers could support the cause.
The bottles were distributed at select public places and malls.
Sushil Matey, director - marketing, Livpure, said, “Rivers are India’s lifelines. As a water purifier brand, we are committed towards preserving them as much as possible for a better tomorrow. We believe that the only way we can salvage the current situation is by sensitising as many people as possible towards this cause. Through this initiative of ours, it is our endeavour to reach out to people and get them involved in this movement.”
Raj Kamble, founder and CCO, Famous Innovations, said, "When we were looking for ways to create a positive impact in the movement to save our rivers, we realised that the usual calls for donation, etc. were not going to get people to notice. People don't realise the gravity of the situation, and we needed a surprising yet clear way to get their attention. That's when we came up with the idea for these bottles. The attempt is to catch people with the right message in the wrong place."
The initiative was supported by print and digital.