As a major water crisis grips India, Radio City network initiated 'Bucket Sundays' campaign to address the issue of increasing scarcity of water in Mumbai.

The campaign urged listeners to use only one bucket of water every Sunday instead of taking a shower to avoid excess wastage of running water.

Bollywood celebrities like Malaika Arora, Boman Irani, Esha Gupta and Amaal Malik also extended their support to the initiative.

The network also extended the initiative to the northern state of Uttar Pradesh and Eastern markets with 'Ek Balti Sunday' (One Bucket Sunday) campaign.

Executed in three phases, the campaign started with an awareness phase wherein citizens were educated about the issue with actual facts and figures about the looming water crisis. The station’s RJs and team then pledged to use only one bucket of water every Sunday and encouraged the audience to take pledge too. During the final phase of the campaign, the 'Balti anthem' was released on social media.

Speaking about the initiative, Kartik Kalla, Chief Creative Officer, Radio City, said: “Water scarcity is one of the major issues that country is currently battling and as a mass platform. By extensively and aggressively promoting the campaigns on-air, on-ground, in print and on digital platforms, 1,07,58,400 liters of water was successfully saved in just 4 weeks. Initiatives like these will go a long way in bringing about the change we are waiting to see in our society.”