Ad Campaigns
Dettol Banega Swasth India campaign promotes hygiene at Maha Kumbh Mela 2025
MUMBAI: The Maha Kumbh Mela 2025, which commenced on 13 January 2025, with the Paush Purnima Snan and is set to conclude on 26 February 2025, aligning with Maha Shivratri, has transformed Prayagraj into a centre of devotion and public health efforts. Among the millions expected to gather for this event, an initiative to promote hygiene and health is taking centre stage.
Reckitt, a health and hygiene company, is efforts to ensure this year’s Kumbh incorporates a strong focus on cleanliness and well-being through its campaign, Dettol Banega Swasth India (DBSI).
DBSI has been a partner of the Kumbh Mela since 2016, contributing to the Ardh Kumbh and Magh Melas in Varanasi, Nashik, and Ujjain. This year, the initiative aims to reach an expected 45 crore devotees, incorporating hygiene practices into the cultural and spiritual activities of the event.
The campaign, in collaboration with Global Interfaith Wash Alliance (GIWA), AJ Foundation, Plan India, and Jagran Pehel, aligns with the government of India’s Viksit Bharat @ 2047 vision. The focus is on encouraging handwashing practices, with soaps being distributed at food-serving areas. Devotees will be encouraged to wash their hands before and after meals, while 15,000 sanitation workers will participate in training programs and receive soaps to support hygiene efforts across the mela grounds.
To address the scale of the event, health and hygiene volunteers will be present in all 25 sectors of the Kumbh. Kalpvasis, who stay for 45 days of the mela, will receive soaps and hygiene education. The campaign will also engage attendees through traditional performances like Nukkad Nataks to highlight the importance of handwashing in maintaining health.
Reckitt – South Asia executive vice president Gaurav Jain said, “At Reckitt, we believe that health and well-being of communities are the foundation of true progress. The Maha Kumbh Mela 2025 provides a unique opportunity to embed hygiene practices into one of India’s most culturally significant events. We are delighted to take ahead our long-standing partnership with the government of Uttar Pradesh and GIWA to reaffirm our commitment to Viksit Bharat @ 2047, ensuring that hygiene is the cornerstone of a cleaner, healthier India.”
Parmarth Niketan Ashram, Rishikesh president, and Global Interfaith WASH Alliance, co-founder Swami Chidanand Saraswatiji said, “I have been associated with Banega Swasth India and thrilled to witness its impactful presence at Maha Kumbh Mela 2025. By leveraging engaging initiatives such as street plays, puppet shows, and distributing planters, we aim to empower individuals to become ambassadors of change, driving a collective movement towards a cleaner, healthier, and more sustainable society.”
Plan India executive director Mohammed Asif stated, “Our collaboration with Dettol Banega Swasth India is a testament to the power of collective action in driving meaningful change in communities. At the Maha Kumbh Mela 2025, we are proud to contribute to this monumental effort to instil hygiene practices among millions of devotees. By reaching out to diverse communities, we are reinforcing the importance of hand hygiene and drive positive behavioural change for a healthier tomorrow.”
AJ Foundation chairperson Bidhu Bhushan Panda said, “We are proud to collaborate with Banega Swasth India at the Maha Kumbh Mela 2025, amplifying critical messages on health and hygiene. As a vibrant celebration of unity and spiritual growth, the Maha Kumbh embodies humanity’s collective commitment to a healthier, more sustainable future. Together, we aim to inspire awareness, drive meaningful change, and leave a lasting legacy that resonates with all participants.”
Jagran Pehel treasurer Sameer Gupta “Jagran Pehel is deeply honoured to support DBSI at Maha Kumbh 2025, the largest religious gathering in the world. Maha Kumbh Mela is not just a gathering; it is a profound celebration of faith, devotion, and unity. Through our far-reaching impact and meaningful advocacy, we are committed to uplifting the spirit of this sacred event and championing initiatives that enhance its purpose and legacy for millions of devotees.”
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