Mission Swachhta Aur Paani: Harpic and News18 Network Unveil Film to Spark Toilet Behavior Change

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In a bid to promote proper toilet behavior, Harpic and News18 Network, as part of their Mission Swachhta Aur Paani initiative, have launched a new cause awareness film. The film, inspired by Mahatma Gandhi’s emphasis on cleanliness, seeks to instill a behavioral change in individuals, encouraging them to leave toilets clean and sparking nationwide conversations about the importance of hygienic sanitation.

Aligned with the Swachh Bharat Mission and Jal Jeevan Mission, Mission Swachhta Aur Paani has been a pioneering force in advocating inclusive sanitation practices and appropriate toilet behavior throughout India. The campaign establishes a crucial link between clean toilets, good hygiene, and overall health, with its central theme, ‘Healthy Hum Jab Saaf Rakhen Toilet Hardam,’ aiming to bring about a cultural shift towards sustained cleanliness.

Saurabh Jain, Regional Marketing Director-Hygiene, South Asia at Reckitt, expressed the challenge of evolving toilet habits in the country and highlighted Harpic’s commitment to initiating conversations about better sanitation and hygiene practices. Aligned with Prime Minister Narendra Modi’s vision of a ‘Swachh Bharat Swasth Bharat Samridh Bharat,’ the cause-driven awareness film intends to inspire people to adopt toilet behavior crucial for the nation’s growth.

The film advocates for collective responsibility to prevent unhygienic toilets from becoming breeding grounds for diseases that can impact communities. Emphasizing that access to clean sanitation is a shared responsibility, the mission encourages individuals to leave toilets clean for the next person.

Sidharth Saini, SVP & Head of Marketing Content & Operations, News18 Studios, emphasized the film’s pivotal role in promoting appropriate toilet behavior as India achieves significant strides in universal sanitation coverage. He noted that the lack of such practices contributes to the burden of diseases and impedes productivity. The film serves as a powerful call for collective responsibility in championing cleanliness and propelling discussions on sanitation and hygiene to the forefront of public discourse.

In its third season, Mission Swachhta Aur Paani aims to engage billions of Indians in driving behavioral change related to toilet use and maintenance through on-ground partnerships. The initiative focuses on raising awareness, mobilizing action, and ensuring ‘Leaving No One Behind.’ Committed to sustainable sanitation practices and universal access to clean water, the mission has united stakeholders nationwide, promoting a culture of maintaining clean toilets.

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