In a shift that once seemed unthinkable, discussing toilets has become a regular part of conversations nationwide. Mission Swachhta Aur Paani campaign, a collaborative effort by Harpic and News 18, has been at the forefront of this change, marking over 1400 days of continuous engagement. A first-of-its-kind awareness campaign, the initiative normalized discussions on good toilet behavior across the country, touching millions of citizens, and bringing together leaders from all walks of life. Integrating culture, comedy, muppets, technology, music and education, Harpic Mission Swachhta Aur Paani recently celebrated the completion of its third edition, setting the stage for scaling it up in future. The milestone coincided with the 10-year anniversary of Prime Minister Narendra Modi’s ambitious Swachh Bharat Mission.
The celebration saw participation from Mission Swachhta Aur Paani campaign ambassador, Akshay Kumar; Hon’ble Union Ministers Gajendra Singh Shekhawat & Mansukh Mandaviya; Hon’ble Chief Minister of Maharashtra, Eknath Shinde, and other prominent figures advocating for a safe and healthy Bharat.
Aligned with the Swachh Bharat Mission and UN’s Sustainable Development Goals, Harpic & News18’s Mission Swachhta Aur Paani has united various stakeholders – policymakers, cultural icons, celebrities, thought leaders, development sector professionals, water and public health experts, and academia. The campaign reinforced the importance of sanitation for clean and accessible toilets along with inculcating toilet appropriate behaviour, particularly in young children. A remarkable feature of this campaign has been leveraging popular culture to simplify the message for mass consumption. A stand-up by Gaurav Kapoor, a song about health and sanitation by Grammy winner Ricky Kej, a message by Akshay Kumar and a short film like ‘Kar Lo Karmon Ka Uddhar’ appeal to common people, make them think, and inspire behavior and attitudinal shift.
During the celebration, Ravi Bhatnagar, Director of External Affairs & Partnerships – SOA, Reckitt, said, “Since its inception, Harpic Mission Swachhta Aur Paani has been working towards integrating a culture of cleanliness in society, particularly among youth,
ensuring clean toilets become second nature. Events like G20, which championed ‘India for the World,’ and the profound philosophy of Vasudhaiva Kutumbakam have deeply inspired and reinforced our commitment. At Reckitt, we remain steadfast in our pursuit of universal sanitation as we continue spreading the message of toilet hygiene and sanitation, helping build healthy habits among masses. While our progress has been commendable, we acknowledge there is more to be done and this marks just the beginning of our journey towards a Swachch Bharat.”
Avinash Kaul, CEO Network18 (Broadcast) & MD of A + E Networks, expressed pride in spearheading a high-impact campaign on toilet-appropriate behavior, reaching millions across India over the past three years.
“As India strives towards the vision of ‘Viksit Bharat-2047’, establishing itself as a developed global power, our commitment as a responsible media organization to support and contribute to this goal is unwavering. Through initiatives like Mission Swachhta Aur Paani, we are dedicated to promoting mass social awareness programs with a transformative agenda. Network18 will continue to encourage efforts for a Swachh and Swasth Bharat,” he said.