The Challenge:

Making water conservation a matter of necessity, not morality.

The Insight:

In India, change is hard because it has always been communicated as a sermon, not as an action.

The Idea:

Cutting Paani – Using tea as an inspiration to save water.

Bringing
the Idea to Life:

We used the cultural habit of asking for a half a glass of chai to save half a glass of water, at home, office and restaurants.

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RESULTS

WITHIN 3 MONTHS OF THE CAMPAIGN, LIVPURE MANAGED TO ACHIEVE A JUMP OF 31% IN ONLINE SALES.

THE TOTAL VIDEO VIEWS FOR THE CAMPAIGN ON YOUTUBE WERE 5.5 MILLION IN 3 MONTHS.

THE TOTAL IMPRESSIONS FOR THE CAMPAIGN WERE 149.6 MILLION.

THE CAMPAIGN ENGAGED 17.6 MILLION PEOPLE IN 3 MONTHS.

THE GOVERNMENT OF HIMACHAL PRADESH ASKED LIVPURE TO USE “CUTTING PAANI” HELP RESOLVE THE WATER CRISIS IN SHIMLA.