RB partners with NDTV & Facebook to launch “Dettol - Banega Swachh India

RB partners with NDTV & Facebook to launch

“Dettol - Banega Swachh India”

·        Commits INR 100 crores to the 5 year ambitious program aimed at addressing the rising need for hygiene and sanitation in India

·        Announces Amitabh Bachchan as the program ambassador

Mumbai, September 26^th, 2014: As the global leader in consumer health and hygiene, RB (formerly called Reckitt Benckiser), today announced a 5 year ambitious program in partnership with NDTV and Facebook - “Dettol - Banega Swachh India”. With a commitment of making India healthier and cleaner by 2019, RB has made a commitment to invest a sum of INR 100 crores towards this initiative across the next 5 years. The program aims to spread awareness around the importance of hygiene and sanitations to millions across the country and has introduced Indian film actor and legend, Mr. Amitabh Bachchan as the program ambassador for this mega campaign.

With a history of over 150 years of innovation and the DNA engraved in health and hygiene, RB has powerbrands such as Dettol and Harpic, which are considered as gold standard in hygiene and sanitation segments. Through the partnership, RB aims to combine the on-ground expertise and vast presence of NDTV network with the massive reach of Facebook through online and mobile to address one of the most critical challenges faced by our country. NGO partners such as CAF will bring on-board their implementation expertise to execute the programs and will be supported by the Sulabh International & WaterAid as knowledge partners.

To kick off the program, a “Dettol - Banega Swachh India” will be flagged off in October, which will cover around 400 villages across 8 states - Haryana, Rajasthan, UP, Bihar, Jharkhand, Chattisgarh, MP & Maharashtra. The objective of the bus will be to create awareness around hygiene and sanitation through interactive videos, flyer distributions, posters, hand-washing sessions and street plays. The partners in the initiative will continue with an ongoing dialogue for the next year to explore more opportunities for making a difference towards this initiative.