sachin-3Master Blaster Sachin Tendulkar has appealed to Mumbaikars to use water judiciously, at a time when the city is grappling with water shortage, in an advertisement campaign for the local civic body. MCGM Commissioner Swadheeen Kshatriya gave an insight on the campaign with the Master Blaster as he also apologized to the media for not inviting them for the advertisement shooting of the campaign, reports Hansraj Kanojia. In December last year the Municipal Corporation of Greater Mumbai had approached cricket legend Sachin Tendulkar to be a part of ‘Save Water Campaign’. Initially the Master Blaster had verbally agreed to be part of it but the MCGM awaited his formal consent. Soon after the MCGM received a final approval from him and immediately things went on floor. The shooting for the campaign was done at Bandra’s MIG Club; however the MCGM administration forgot to invite the media for the shooting. The MCGM Commissioner apologized to the media for the same in the press conference convened at the civic headquarters in South Mumbai. In the advertisement, Tendulkar, spreads the message of saving water in Hindi and Marathi. In Marathi he says, ‘Paani wachwa, Mumbai jagwa’ and in Hindi the message says, ‘Paani ki raksha, Mumbai ki. The 30-second commercial that was shot by Eureka Films and directed by Meghnath Kulkarni will hit TV screens and multiplexes in 10 days. In a bid to save water, Tendulkar, who said he takes his bath using a bucket instead of taking a shower, will also be seen on posters, asking people to save water. Through the ‘Save Water Campaign’ the message of water conservation will be presented through billboards, posters, radio, television and short films among others. The MCGM Commissioner Swadheen Kshatriya said that Sachin’s endorsement is likely to drive home the point better. They are sure that his endorsement will help the cause of water conservation, which is a major issue in the city and will have a positive impact to save at least some water. Mumbai has a daily requirement of 4,200 million litres of water but has a shortfall of 800 million litres a day. The residential users are now facing a 15 per cent water cut while commercial users face 30 per cent. With bureau inputs, Hansraj Kanojia for NMTV News.

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