Dettol and Indian Ocean launch a new track to unite the nation for Swachh Bharat
~ Encourages citizens to take the cause of #SwachhBharat in their hands
~ Indian Ocean partners with Dettol Banega Swachh India initiative to launch new track “Banega Swachh India”
~ Renowned names like Dr. Palash Sen of Euphoria, Subir and Nitin Malik from Parikrama, Karthik, Kutle Khan, Koco and Mohan of Agnee and Shilpa Rao have also featured in the video to mark the first anniversary of the nation-wide campaign
Mumbai, 1st October, 2015: Almost a year after the prime minister announced #SwachhBharat mission, artists across the country have come together to unite the citizens to once again commit themselves towards a Cleaner and Healthier India by 2019. Considered as the pioneers of fusion rock genre in India, India Ocean and lyricist Prasoon Joshi have partnered with Dettol Banega Swachh India to launch a new music track to re-energise the hygiene and sanitation movement across the country. For a cause as noble and important as this, other prominent bands and artists such as Dr. Palash Sen of Euphoria, Subir and Nitin Malik from Parikrama, Karthik, Kutle Khan, Koco and Mohan of Agnee and Shilpa Rao have also joined the initiative.
Titled as “Banega Swachh India”, the video has been shot near various historic monuments like Qutub Minar, Amer Fort, Humayun’s Tomb and Gateway of India. The title track was released today on MTV, Aaj Tak and YouTube featuring all the band members Rahul Ram, Amit Kilam, Nikhil Rao, Himanshu Joshi and Tuheen Chakravorty. All the elements of the video, the futuristic approach, the eye-catching sequences, charm of historical places and expressions of the singers, create a long-lasting impact on the spectators.
Talking about the new track, Indian Ocean said “Swachtha zindagi ki har raah aur har dagar mein hona aniwarya hai, Dimagi swachta, Zehni swachta, Karam ki swachta, dharam ki swachta, Karya ki swachta. It is about the heart, body, mind and soul being clean which will relieve the world from pain and disharmony. For us the song is not just about being hygienic, that of course is the text of the song and also an extremely important message but the subtext for us is the fact that cleanliness in all walks and factors of life is important and that is what we hope will be the message of the song. We cannot thank our friends enough, who have been part of this song - Dr. Palash Sen of Euphoria, Subir and Nitin Malik from Parikrama, Karthik, Kutle Khan, Koco and Mohan of Agnee and Shilpa Rao. All agreed to be part of this anthem within seconds of us asking them. We also want to thank Shantanu Hudlikar, Abhishek Khandelwal and Manasi Tare from Yashraj Studios who have worked tirelessly to have this track sounding beautiful. Thank you all."
Commenting on the inspiration behind the lyrics, Mr. Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer – India, McCann Worldgroup said “Music can be a powerful instrument for bringing alive mass consciousness and for a movement like BSI where we're trying to get as many people to come forward, it can certainly play a role. The song tries to capture the upbeat sentiment prevailing in the nation right now and connects people to people to intent to make India swachh. It's a song of hope and of a better, cleaner future."
Speaking about this collaboration Mr. Arjun Purkayastha, Marketing Director - Dettol, Developing Markets said, “In the last one year after launching our nationwide campaign Dettol Banega Swachh India, we have made a considerable progress in driving behaviour change towards hygiene and sanitation - Right from developing hygiene curriculum for 2.5 million school children and building 25,000 toilets to adopting 200 villages to make them open defecation free. While we will continue to move forward on this initiative, we also want to encourage people to stand up and do their bit towards this movement. Music is a universal language which unites people across cultures and can serve as an agent of change. And we are extremely delighted to join hands with iconic artists in the country for making music as the medium to reunite people towards a Swachh Bharat.”
Watch the Dettol #BanegaSwachhIndia anthem by Indian Ocean & Friends - spread the message to help build a clean India. To view the music video – click herehttps://m.youtube.com/watch?v=
For every video share, Dettol pledges to teach 1 child about health & hygiene.
About RB:
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.
With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No 1or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands of Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. At the start of 2014 RB had 43% of its core revenues coming from its 2 emerging market Areas and 57% from its developed market Area; 72% of core revenues came from the health and hygiene categories of the portfolio.
Fuelled by a new breed of talent who blend intellectual curiosity with commitment to the highest quality standards, RB is set to redefine the world of consumer health and hygiene. RB people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company is targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. It is also the Save the Children charity’s largest FMCG global partner, with a new partnership vision to radically reduce the world’s second biggest killer of under-fives, diarrhoea. Overall RB wants to reach 200 million people to improve their health and hygiene behaviour.
*RB is the trading name of Reckitt Benckiser group of companies
Note:
As a part of Dettol Banega Swachh India, some of the key initiatives which were launched in the last one year are:
1. STOP Diarrhoea – Launched in partnership with Save the Children, the program aims at preventing, controlling and treating children from Diarrhoea. It will be implemented in Delhi, Uttar Pradesh, Uttarakhand and West Bengal. As a part of this initiative, two new products have been developed that are completely new to market. One is an affordable germ protection bar that can be used by families for cleaning, washing hands and body (including children from the age of one). Two years in the making, the second is a ‘game-changing’ toilet powder has also been created to reduce the spread of infection from pit latrines. The powder deters flies, reduces faeces and has a pleasant fragrance all to make the pit latrines more hygienic and encourage communities to use the pit latrines versus defecating in public areas.
2. Swachh Varanasi – The program aims at creating a replicable and sustainable model integrating technology, an efficient operating model and community mobilization. With the help of Switzerland based DURE technologies, ‘Swachh Varanasi’ project is deploying innovative technology that will enable evidence-based real-time monitoring of toilet usage. It will capture essential data such as usage of toilets, usage of water to clean toilets by users and hand washing by users. Toilets will be designed keeping in mind the gender sensitivity and needs of differently-abled and will reduce usage of artificial light. Natural light will be encouraged without intruding on privacy. Features such as incinerators Sanitary-Pad Disposal, Mirrors, Exhaust Fans and Soaps for Hand Washing will be provided. The site at the ghat will have a portable superstructure which can be knockdown when the water level increases and shifted to another site has been proposed. The on-site sanitation technologies include fecal sludge treatment technologies and waterless urinal technologies. The proposed technologies need negligible maintenance, handling and are independent of sewer network.
3. ‘Changing Behaviour: Creating Sanitation Change Leaders’ – Launched in partnership with Jagran Pehel and State Governments of Uttar Pradesh and Bihar, the project aims to make 200 villages in Uttar Pradesh and Bihar open defecation. Through the initiative, the program will reach out and work closely with 500 PRI members, 500 natural and faith based leaders, 500 ASHAs / AWWs and 2 lakh mothers directly to drive a positive behaviour towards sanitation practices. Various activities like training of Panchayati Raj Institutions members using toolkit, exposure tours, Sanitation Chaupal, Capacity Building of frontline health workers through game shows and Folk shows for sensitizing mothers. The progress will be monitored at each step to track the progress and achievements of change leaders will be recognized across these 100 villages in Bihar covering Bhagalpur district and another 100 villages in Uttar Pradesh covering Varanasi, Kannauj and Etawah districts.
4. Hygiene Curriculum for Schools - In partnership with XSEED, RB has developed a hygiene curriculum for children in primary schools across the country. The curriculum will be developed in 4 languages – Hindi, English, Tamil and Telugu; and will comprise of Student workbook, Teachers curriculum manual and Awareness material such as Teaching aids. In all there will be 45 lessons which will be delivered through 5 modules focussing on subjects such as Hand Washing, Safe Toileting, Safe Water, Hygiene in Neighbourhood, Self-Monitoring of Good Health, Emergency Preparedness and Response etc. The curriculum will be used across 10,000 schools across the states of Rajasthan, Uttar Pradesh, Telangana, Maharashtra, Bihar and Tamil Nadu over a period of 3 years and aims to educate 2.5 million children in the first year
5. Toilet Construction – In partnership with Swades Foundation, built 25,000 toilets in Raigarh District in Maharashtra.
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