BMC will jingle all the way out of water crisis

The Brihanmumbai Municipal Corporation (BMC) now wants to serenade its way out of the water crisis. To influence the citizens to make do with the curtailed water supply, the hydraulic department of the BMC has decided to record jingles and songs on water conservation, to be aired through TV channels and played on the radio.

While the jingles and songs will be penned to appeal to the youth, the hydraulic department also has plans to hold jalmelas at malls and other public places to catch the eyes of the other segments. Celebrities, both from the big screen and the small screen, are being tapped as ‘Save water ambassadors.’ Street shows and nukkad nataks are being planned as well.

The BMC is also planning to release a short animation film on water conservation. It will be shown in schools. A suggestion to screen trailers of the movie in theatres and multiplexes is also being considered.

To make these campaigns effective, the civic body will hire event management firms and public relation companies. A senior civic official said that the BMC had already received applications from six firms. It also plans to seek ideas from adman Piyush Pandey.
Another senior official said that for the sake of the campaigns, the citizens have been divided into groups. They include schools and college students, domestic consumer, domestic workers, industrial consumers and workers, the educated elite class, radio listeners. Separate campaign modes will be adopted for each group.