Prime Minister Modi’s clarion call to making a cleaner India has completed a year. Swachh Bharat Abhiyan saw some of the country’s best as ambassadors of the mission to make the country clean and its people soldiers of cleanliness. An ambitious 5-year program called “Dettol Banega Swachh India” was also launched with much fanfare by Reckitt Benckiser (RB), in partnership with NDTV and Facebook.
The objective is to raise awareness about the importance of hygiene and sanitation, and also work with NGO partners to support infrastructure for construction and maintenance of toilets. RB India committed to spend a sum of Rs.100 crores for ‘Dettol Banega Swachh India’.
While the program has been working at the ground level in schools, cities and towns, a number of promotions were carried on digital.
In October 2014, at the onset of Global Handwashing Day, Dettol took the handwashing awareness to the digital world with ‘handfies’. All one had to do to join the movement was to click a picture of their clean hands and upload their #handfie. For every handfie shared, Dettol pledged to teach a child healthy handwashing habits. All handfies were featured at the campaign website ‘Give Life a hand’.
The program is now celebrating its first anniversary with a music anthem bringing together the best artists of the country. Rock band Indian Ocean are joined by other popular artists like Dr Palash Sen of Euphoria, Subir and Nitin Malik (Parikrama), Karthik, Shilpa Rao and Kutle Khan, Koco and Mohan (Agnee). Prasoon Joshi, CEO & Chief Creative Officer – India, McCann Worldgroup has written the lyrics for this anthem.
Shot at iconic locations in India like the Qutub Minar, Ajmer Fort, Humayun’s Tomb and Gateway of India, the 5-minute music anthem takes you through the the streets where garbage is being swept, schools where handwashing habits are being instilled, and is powered with lyrics that reassure you of the goal – ‘Banega…banega swachh India’.
For every video share, Dettol pledges to teach one child about health and hygiene. The hygiene brand is using its social media pages to spread the word and get more shares.