Concerned about scarcity of water in Madhya Pradesh, the people here have launched a Short Message Service (SMS) campaign to save water. "Sir, kindly save water for a safe future," says the SMS doing the rounds here. It also requests receivers to forward the message to "as many people as possible". The receivers of the SMS seem to be heeding the request. The campaign, which was allegedly started by a sweet shop owner here, has caught on with people receiving the SMS several times a day. The state government had launched a scheme, "Jal Abhishek", to address the water scarcity early April.