Brands
Dettol campaign for 26k villages to be ‘open defecation-free’ by ’18
MUMBAI: RB (formerly known as Reckitt Benckiser) in collaboration with Jagran Pehel, in its endeavour to strengthen the prime minister’s ‘Swachh Bharat Mission,’ marked the success of their 1st phase of activation in Uttar Pradesh and Bihar, reaching out to 200 villages and 85,205 households. The 2nd Phase would target 26,032 villages and 14,712,453 households across seven Indian states of UP, Bihar, Rajasthan, Gujarat, Maharashtra, Telangana and Andhra Pradesh covering 25 districts and three cities.
The BSI Campaign in the second phase will focus on mentoring Swachh Bharat Fellows who will provide support to districts in smooth implementing and monitoring of the mission They would work closely with faith based leaders, mothers, care givers, municipal cleaners on behavioural Change Communication and also initiate citizen movement for human to human connect. The Campaign which was launched in 2015, has been successful in reaching out to 100% of its target and has successfully mobilised around 13000 change leaders in communities.
The announcement was made in Lucknow at the completion of 1st phase of “’Changing Behaviour, Creating Sanitation Change Leaders programme”in association with Jagran Pehel. The event brought together leaders and policy makers from Global Interfaith WASH Alliance, WHO, UNICEF, World Toilet Organisation and other organisations associated with Dettol Banega Swachh India to share best practices and grassroots solutions that can be implemented to achieve ‘Open Defecation-Free’ status.
Chief Guest Surya Pratap Shahi, Cabinet Minister for Agriculture, Agriculture Education and Agricultural Research launched the Impact Assessment Report that embodies behaviour change strategies adopted, activities undertaken, success stories and impact created through public-private participation during the first year of the project.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
