MUMBAI: In a country where every year farmers commit suicide because of draughts, it is very important to educate and sensitise people about draught.

With an objective to propagate water conservation, Dhanuka Agritech has launched a new television commercial featuring Amitabh Bachchan.

The campaign has been conceptualised by Ogilvy & Mather and depicts the dependence of Indian populace on rains and the associated happiness and prosperity. The jingle “Baadal barse tapur tupur” aims to connect with the audience and showcase the joy and euphoria that rain brings with it. The TVC further portrays how an individual can bring about change by undertaking small initiatives like harvesting rain water.

Dhanuka Agritech group chairman RG Agarwal said, “Since decades, the DNA of Dhanuka Agritech has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. The TVC is a further step in this direction urging every stakeholder to understand the importance of water conservation for a sustainable future. The ‘emotion’ is so forceful that everyone’s conscience will respond to this issue. The TVC is expected to catch on the breath of the nation.”

The company has a flagship save water campaign with a tagline “Khet ka pani khet mein aur gaon ka pani gaon mein”.