NewZNew (Chandigarh) : Eureka Forbes, India’s leading health and hygiene company and pioneer in water purification, has initiated a massive social movement with campaign ‘Jal Daan’, encouraging people of the nation to donate 5 litres of clean and healthy drinking water everyday to the needy people in the society. Actress Madhuri Dixit Nene, who has been associated with brand Aquaguard as goodwill ambassador, has extended her complete support by pledging to donate water and urging individuals to share water and create a life-saving impact.

In a career spanning thirty years with over seventy films and numerous iconic performances, Madhuri Dixit Nene is also a UNICEF Goodwill Ambassador advocating for child rights in India. She will be seen starring in an emotionally appealing digital film, encouraging consumers to “Make big changes with small steps”. While sharing water may be seen as a small act, it is only the beginning towards a significant changing that can have a huge impact on an individual’s life.

Currently, India is facing an acute water crisis with increasing water borne diseases affecting nearly 38 million Indians and deteriorating quality of water. Millions of Indians lack access to safe drinking water and India stands at 120 Of 122 countries rated on the quality of potable water available. Every 2 minutes diarrhoea claims the life of a kid.

Through this heart-warming film, Madhuri will be seen urging people to change their attitude towards the way water is consumed and be conscious of the value it brings to our lives, by generously sharing and caring to create a better world around us.

Designed and conceptualised by Triton Communications, the video can be seen on YouTube. In-addition to mass media advertising, the integrated communication program will be leveraged on other social engagement platforms where people can watch and share the video with a pledge to share clean and healthy water for the less privileged strata of the society.