Ad Campaigns
Dettol and NDTV’s ‘Banega Swasth India’ celebrate launch of 10th season
Mumbai: NDTV, India’s most trusted news network, is back with the triumphant 10th season of ‘Banega Swasth India’, which is India’s longest running public health campaign. This milestone period marks a decade of unwavering commitment to promote health, wellness, and unity across India.
‘Banega Swasth India’ was started nine years ago by NDTV, in partnership with Dettol. In the last nine years, this multiple award-winning campaign has reached more than 24 million children in India through a series of programmes, innovations, activities and tools–all aimed at making hygiene an inextricable part of everyone’s lives.
In its 10th year, the campaign focuses on One World Hygiene for Global Health and Well-being with the power of 10– Dus Ka Dum, and highlights the strengths, learnings, experiences and achievements of the Banega Swasth India campaign. The primary aim of One World Hygiene is a reminder to show empathy and solidarity with those who may not have access to essential hygiene resources. It’s a call to action to bridge the gap between the privileged and the underserved, ensuring everyone can lead a healthy life. The 10th season will also look forward to Dus Kadam – the emerging challenges that the campaign aims to address.
Dettol and NDTV’s ‘Banega Swasth India’ initiative has grown stronger and become the hope of millions. The event is a forum that has attracted the most powerful and influential voices in support of the cause, from Vice Presidents and Chief Ministers to Oscar winners, Magsaysay awardees and Nobel laureates, all compassionate individuals to address and take action on some of the country’s most critical health issues. This initiative has been acknowledged publicly by Prime Minister Narendra Modi for its impact on public awareness. The live event on 2 October every year, highlights how better hygiene and nutrition can improve India’s health.
With a focus on promoting health and wellness across India, the 10th season was graced by a number of distinguished guests including Droupadi Murmu, Her Excellency the President of India; Eknath Shinde, Chief Minister of Maharashtra; Nitin Gadkari, Minister of Road Transport and Highways, Government of India; Gajendra Singh Shekhawat, Union Minister of Jal Shakti, Government of India; Conrad Sangma, Chief Minister of Meghalaya; Brajesh Pathak, Deputy Chief Minister and Cabinet Minister of Medical Education, Medical and Health and Family Welfare, Government of Uttar Pradesh; Ashok Gehlot, Chief Minister of Rajasthan and Laxmi Narayan Tripathi, LGBTQIA activist. Apart from these famous dignitaries, Bollywood celebrities such as Rakul Preet Singh and Bhumi Pednekar also graced the gathering. The program also featured performances by charismatic artists such as Daler Mehndi, Neha Kakkar, Adnan Sami and sensational Nagaland rapper Moko Koza.
Campaign ambassador Ayushmann Khurrana states, “Banega Swasth India has been a journey of hope, awareness and positive change over the last 10 years. In this monumental 10th season, let’s take Dus kadam to fulfil the campaign’s aim, One World Hygiene. I am reminded that health is indeed our greatest wealth. Together, we can inspire millions to live healthier lives and build a stronger and happier India.”
AMG Media Network CEO & editor-in-chief, NDTV Limited director Sanjay Pugalia states, “With this triumphant season 10 of Dettol Banega Swasth India we like to express our gratitude and educate the people that One World Hygiene is not just a concept; it’s a commitment to a healthier, safer, and more compassionate world. Let’s come together, transcending boundaries, and make it a reality. Our future depends on it.”
Reckitt chief executive officer Kris Licht states, “We are enormously proud of Banega Swasth India and we are grateful to our partners for joining us in our pursuit of a cleaner, healthier world. As we celebrate this important milestone recognising our 10 years of partnership, we must continue to innovate and find new ways to elevate Banega Swasth India, including ensuring we leave no one behind.“
Reckitt South Asia executive vice president Gaurav Jain states, “With the 10th season of Banega Swasth India, the One World Hygiene inspires us all to work together for a healthier and brighter future of India. We are turning the spotlight on the future, fostering global unity for a healthier tomorrow”.
Reckitt director-external affairs and partnerships South Asia Ravi Bhatnagar states, “As Banega Swasth India celebrates a decade of tireless dedication, we are reminded that in the fight against climate change, One World Hygiene encourages sustainable hygiene practices that protect human health and the environment to ensure a healthier planet for future generations. Hygienic world lies in unity, strength and relentless pursuit of a healthier world.”
Over the years, NDTV-Dettol Banega Swasth India leads to many firsts by reaching 850,000 schools with hygiene content, hygiene olympiad, hygiene play parks, hygiene music album, India’s first climate resilient schools, folk art and delivering hygiene programmes that are culturally adaptive. India’s first-ever public health and hygiene-focused podcast Swasthya Mantra was also launched as part of the program, along with Hygieia, an online game.
Dettol and NDTV have been working towards a clean and healthy India since 2014. Into its tenth season, Banega Swasth India embarks on a journey of transformation. This year the goal is to envelope the whole world. The goal of good hygiene & health has to be a global goal – One World Hygiene. In this season, a newly formed council of Padma awardee doctors created a roadmap for One World Hygiene.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
