Titan Company captures journey of pahadi women in 'The Hills are Alive' film

Delhi: Titan Company, in collaboration with Himmotthan, a Tata Trusts initiative, announced the release of a film titled "The Hills Are Alive," showcasing the Himmotthan Springshed Program. 

This film aims to reveal the journey of the Pahadi community in the Tehri district of Uttarakhand, shedding light on the issue of water scarcity and the efforts to address it.

The brand believes that nestled amidst the clouds, the beauty of the terrain in Tehri district hides some harsh truths. The Pahadi community in Manjyad Gaon, known for their warm smiles and unwavering resilience, has faced significant challenges due to the changing climate. Hotter summers and erratic rains have dried up topsoil, preventing groundwater replenishment. This left women and children walking up to six hours daily to fetch water, impacting their education, safety, and quality of life.

Titan partnered with Himmotthan in 2013, after the Uttarakhand floods. Together, they initiated a springshed management plan, aiming to rejuvenate dried springs, constructed trenches, and percolation tanks across 60 villages in Tehri. 

Sirish Chandrashekar, Head – Corporate Brand, Titan Company, commented, "The video, The Hills Are Alive, is more than a campaign; it's a narrative of hope and transformation. It beautifully encapsulates the spirit of the women in Tehri and the tangible impact of the Himmotthan Water Program. We are honored to bring this story to reach more people."

Maitri Ramkumar and Madhur Das, Digital Heads, Ogilvy South, shared, “They say without water we cannot imagine life yet the residents of these villages lived it for years. To showcase the impact of the Titan Sponsored Spring Shed Management initiative we chose to give the audience a peek into a day in that life through the eyes of a mother. This story finds its roots in real life accounts of the women of Manjyad.”