This campaign, which is being executed on-ground by Candid Marketing, is targeted at children between the age of nine and 16 years, who volunteer for the cause of saving water. The activity, which began on Aug. 7 and is still underway, has been divided into three phases - pre buzz, a press conference, and then the activation campaign ‘Stop Water Leakage'.

Speaking about the initiative, Anil Jayaraj, Chief Marketing Office, Pidilite Industries said: "A substantial amount of water is wasted because of our negligence towards leakage. Fixing household water leaks through readily available epoxy putty sealants like M-Seal is very easy and can save precious water and more than 10 per cent on water bills. Through this campaign, we wish to bring this issue to the forefront and work towards eradicating the same jointly with the citizens of Chennai. We are excited and overwhelmed by the response received from the children of the city who have proactively volunteered for the cause and look forward to create a ‘leak-proof' Chennai."

Amrita Kumar, Managing Partner, Candid Marketing added: "We have been working with various brands of Pidilite, and each project has its own challenge. Here, the challenge was to get inside households to check water leakages. We strategically chose children as leaders who could go door-to-door and also be an inspiration to highlight the importance of the cause. We are already witnessing remarkable participation by kids for this campaign."

In the first phase, RWAs were contacted and children were educated about the cause through thematic games which showcased how water lost due to leakages can be saved and further utilized. Through these activities and radio publicity, children were encouraged to register themselves as M-Seal Champs for their society. More than 300 children were engaged at this phase of the activity.

In the second phase, more than 25 M-Seal Champs were revealed through a fashion show at a press conference. In the third phase, currently underway, the M-Seal Champs have been given the task to hunt for leakages in their societies. These leakages are recorded and details are forwarded to the M-Seal team by telephone. Candid Marketing has supervisors visit the building to confirm the repairs required, which are further sealed by the M-seal team, comprising plumbers and specialists. The M-Seal Champs are then gratified with branded goodies and a certificate from Pidilite.