Cottonking's Association with Paani Foundation - Toofan Aalaya


Drought, is not a new experience for the farmers of Maharashtra. These poor grain-makers on whom depends the sustenance of entire cities, have often gone hungry, starving as they face the cruel judgements of the Rain gods. If being kicked by Nature wasn’t enough, they have also been trampled upon by man-made disasters and government ignorance while the water – and their fate – has steadily run out, fading from the world, leaving a parched memory behind.

Water crisis is largely a man-made disaster and only people’s effort can solve the problem. Thankfully, today more and more people are coming forward through efforts of different NGO’s to fight this grave situation. Paani Foundation is one such organization founded in 2016 by the team of the TV series Satyamev Jayate, to fight drought in rural Maharashtra.

In association with Paani foundation, Cottonking presents ‘Toofan Aalaya’, directed by Nagraj Manjule and featuring superstar Aamir Khan. The weekly show will revolve around the water situation in Maharashtra and present Marathi actors and prominent personalities from various fields narrating inspiring stories of people who have helped to improve the quality of water and conservation of resources in Maharashtra.

On the occasion of World Water Day, Kiran Rao, Aamir’s filmmaker wife and founder of Paani Foundation, said the show, to be aired on Zee Marathi, will start from March 31. “There will be information of the Water Cup, and we will also tell stories about different villages and villagers. How they are changing their way of life. Aamir and we all will be traveling a lot for the same. There will be entertainment too”, Rao said.

‘Toofan Aalaya’ has three teams – Vidharbha Yoddha, Marathwada Veer and Paschim Maharashtrache Mavale, who will compete amongst each other to win the Water Cup. The Satyamev Jayate Water Cup is essentially a competition between different villages to see who does the maximum work for watershed management and water conservation in the given period. The top three villages across Maharashtra will get a cash prize of INR 50 lakhs, INR 30 lakhs and INR 20 lakhs respectively.

So, get ready to experience something huge and extremely important for tackling the drought situation in Maharashtra.

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