Many people from Bollywood and the Marathi film industry have come out in open to support the water conservation movement in Maharashtra to not only address the immediate water crisis but also how to conserve the water for future. Riteish Deshmukh has been an active participant in this noble cause and has also contributed Rs 25 lacs for the drought relief. "Everyone is doing their own bit. It is an inspiration that people from within the industry are coming together and doing their own bit through their own medium. I belong to Latur and there is this Jalyukt Latur where they are desilting a river. I went and visited the place and I thought that I can possibly contribute something so that it can be done much faster than the stipulated time. Then they requested me to be the brand ambassador which I have accepted. We will be working not only for this one period but throughout now. I hope to give much longer time and keep working with the local people and find solutions," Riteish said.