Sachin Tendulkar is the face of the Brihanmumbai Municipal Corporation (BMC) to promote water conservation in Mumbai. The cricketer will now be seen in BMC advertisements telling Mumbaikars to use water judiciously and to make an attempt to avoid wastage of water.

Sachin will give a message of 'save water, save Mumbai' at a time when the city runs the risk of running dry because of water shortage. The cricketer will be seen saying that he uses a bucket to bathe, instead of using a shower, thereby saving water. The ad will be aired both in Hindi and Marathi.

BMC has undertaken a campaign to make people aware of the need to use water judiciously. The shortage has occurred due to the delayed and insufficient monsoon which has forced a 15 percent water cut. Sachin has become the civic body's first brand ambassador for water conservation. BMC is also planning to rope in more celebrities to spread the message.