"Jalam Jeevitham", an IEC campaign under AMRUT 2.0, promotes water conservation and sanitation awareness in Kerala through NSS student volunteers across 93 ULBs. Phase 1 (2023) engaged 1 lakh+ students via campus campaigns, eco clubs, competitions, and water quality testing. Activities included dramas, puppet shows, and message mirrors, fostering community-wide awareness on water conservation and safer sanitation.