A sweet shop owner in Indore has launched a Short Message Service (SMS) campaign to save water, being concerned about scarcity of water in Madhya Pradesh, India. "Sir, kindly save water for a safe future," says the SMS doing the rounds. It also requests receivers to forward the message to "as many people as possible".

The receivers of the SMS seem to take this request seriously, with some people receiving the SMS several times a day, according to various news reports at the end of April 2006.

The use of the SMS as a means to campaign started in Madhya Pradesh during the state assembly elections in 2003, when political parties flooded mobile phone users with SMSs asking for votes. It was later used for a "pulse polio campaign", reminding people to take their children up to five years of age for polio drops.