Television channels are demanding payment for airtime and the civic body is unwilling to pay, making the awareness campaign a non-starter, with the city on the brink of what could be yet another scorching, dry summer.

The 48-second advertisement shows Tendulkar returning from a practice session and asking for only half a glass of water, a message that citizens should use only as much water as they need.

Officials said only two Marathi news channels had expressed any interest in showing the advertisement on TV. “However they are demanding more than Rs 20 lakh and are not willing to negotiate. The making of the ad itself cost us Rs 15 lakh and therefore it is ridiculous to spend more than that per channel,” said an official handling the project.

The ad is not a commercial, but one with a social message, officials said, saying they expected channels to screen it for free. Multiplexes will screen it without charge before and during movie intervals.

Outdoor hoardings showing Tendulkar with slogans of “Paani wachwa Mumbai jagwa”, too, are yet to make an appearance.

Amid an acute water shortage caused by a late, weak monsoon, the BMC had roped in public figures for its water awareness campaign.

Officials who arranged Tendulkar’s shoot are furious. “He is a busy man and yet he agreed to do this ad for BMC for free. But even after two months not a single component, print, hoarding or TV message, has been released. This is upsetting,” an official said.