In a significant step towards water conservation, actors Rajkummar Rao and Rakul Preet Singh have joined the International Indian Film Academy (IIFA) in their Be Water+ve campaign. IIFA, in collaboration with the AquaKraft Foundation, launched this initiative after Prime Minister Narendra Modi‘s call for participation in water conservation efforts.
The Be Water+ve campaign aims to educate civil society about water conservation and implement on-ground interventions in disadvantaged villages to make them water-positive. The campaign received strong support from Rajkummar Rao and Rakul Preet Singh, who both signed the Be Water+ve pledge.
During the launch of Be Water+ve, the Hon’ble Union Minister of Jal Shakti, Shri Gajendra Singh Shekhawat, emphasized the increasing need for water and the importance of collective efforts to achieve India’s Water Vision 2047. He highlighted the significance of public participation in the government’s water conservation initiatives.
Rajkummar Rao expressed his excitement about hosting the IIFA Rocks event and commended the initiative’s focus on ecology, sustainability, and water conservation. He recognized the UN Sustainable Development Goals as an important framework for raising awareness and inspiring action.
Rakul Preet Singh, who will be performing for the first time at the IIFA Awards, stressed the importance of transforming our relationship with nature to address climate change, biodiversity loss, and pollution. She expressed her enthusiasm for contributing to the cause through her performance.
The Be Water+ve initiative is a collaboration between IIFA and AquaKraft, aiming to enlist support from civil society, corporate India, and global corporates. Dr. Subramanya Kusnur, representing the Be Water+ve initiative, emphasized the need for sustainable technologies and long-term solutions to achieve water security by 2047.
The IIFA Awards, known as the world’s biggest celebration of Indian cinema, will be held in Yas Island, Abu Dhabi, on May 26th and 27th, 2023. The event, organized by IIFA in partnership with NEXA and Sobha Realty, will showcase the best in music and entertainment.
In a new chapter of collaboration, IIFA joined forces with the United Nations in India on Sustainability, with a focus on advocating for the Sustainable Development Goals and promoting sustainable living and environmental consciousness. The United Nations in India recognized the power of India’s film industry and IIFA to raise awareness and mobilize audiences worldwide for climate action and conservation.
By supporting the Be Water+ve campaign, Rajkummar Rao and Rakul Preet Singh contribute to the larger goal of sustainable development and water conservation. IIFA has a history of championing environmental causes and sustainability, and this campaign serves as a reminder of the industry’s commitment to making a positive impact beyond the realm of entertainment.