Owing to the major water crisis plaguing the country, Radio City in association with Sunday-Mid-day initiated ‘Bucket Sundays’ campaign to address the issue of increasing scarcity of water. The campaign urged Mumbaikars to use only one bucket of water every Sunday instead of taking a shower to avoid excess wastage of running water. The campaign garnered tremendous support not only from the citizens but also from Bollywood celebrities like Malaika Arora, Boman Irani, Esha Gupta, Amaal Malik, etc. who extended their support to the initiative on social media platforms.

Following suit, Radio City in association with inext extended the initiative to Uttar Pradesh, Eastern markets with ‘Ek Balti Sunday’ - Iss baar kasam khao, har Sunday sirf ek Balti paani se nahao’ campaign. Elaborately executed in three phases, the campaign started with an awareness phase wherein citizens were educated about the issue with actual facts and figures about the looming water crisis. Radio City RJs and team inext then pledged to use only one bucket of water every Sunday and encouraged the audience to take pledge too. During the final phase of the campaign, the ‘Balti anthem’ released on social media struck the right chord with the audience and garnered a staggering digital reach. Influential celebrities like Abhay Deol, Niti Mohan, Aparshakti Khurana, etc. also extended their appreciation for the initiative by pledging their support.