New Delhi, February 16, 2026: Mirchi has launched ‘Mirchi Jal Vaani’, a nationwide radio initiative in association with the National Water Mission under the Ministry of Jal Shakti, aimed at encouraging responsible water use and strengthening public awareness around water conservation. The campaign is being aired across all Mirchi radio stations in the country.
The initiative comes at a time when water shortages, river pollution and irregular water supply are affecting several urban and semi-urban regions. Aligned with the national philosophy of Jal Sanchay, Jan Bhagidari, Mirchi Jal Vaani focuses on community participation as a key component of sustainable water management.
Each episode features Government-recognised Water Warriors from different parts of India who have undertaken local conservation efforts. Through their experiences, the programme highlights how grassroots action can complement policy measures and infrastructure development.
As part of the campaign, Mirchi conducted a public awareness activity in Delhi led by RJ Naved. In a crowded public location, a visibly dripping tap was left unattended to observe how passersby responded. While several individuals walked past, some stopped to turn off the tap and prevent water wastage. These individuals were acknowledged as Mirchi Jal Warriors. The activity aimed to underline the importance of everyday actions in conserving water.
Echoing a shared commitment to sustainable water management, the Water Warriors who were part of Mirchi Jal Vaani articulated a unified vision, stating, “India’s water situation is a result of years of overuse, pollution and disregard for natural limits. The challenge is not just about availability; it is about awareness and attitude. Governments can create systems and policies, but conservation will only succeed when citizens recognise water as a shared and finite resource. Building that understanding through everyday behaviour is essential if we are to secure water for future generations. When this message reaches people in their daily routines, through a medium as familiar and accessible as radio, it has the power to influence how they think and act. When people start taking responsibility in small, ordinary ways, that is when change becomes real.”
The campaign is further supported by RJ-led digital content and celebrity participation to extend its reach, particularly in urban centres where water usage and wastage remain critical concerns.
Through this initiative, Mirchi aims to use radio as a platform to amplify conservation messaging and encourage citizens to adopt responsible water practices in daily life.
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