The music video marks the first anniversary of the nation-wide cleanliness campaign. The lyrics have been penned by McCann Worldgroup’s Prasoon Joshi
BestMediaInfo Bureau | Delhi | October 1, 2015
Almost a year after Prime Minister Narendra Modi announced the #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.
Fusion rock band India Ocean and Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer – India, McCann Worldgroup, have partnered with Dettol Banega Swachh India to launch a new music track to re-energise the hygiene and sanitation movement across the country. Other well-known 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 ‘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 yesterday on MTV, Aaj Tak and YouTube featuring all the band members – Rahul Ram, Amit Kilam, Nikhil Rao, Himanshu Joshi and Tuheen Chakravorty.
Speaking about this collaboration, 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 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.”
Commenting on the inspiration behind the lyrics, Prasoon Joshi said, “Music can be a powerful instrument for bringing alive mass consciousness and for a movement like Banega Swachh India where we are 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.”
Talking about the new track, Indian Ocean said, “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.”
Shantanu Hudlikar, Abhishek Khandelwal and Manasi Tare from Yashraj Studios also worked on the track.
For every video share, Dettol pledges to teach one child about health and hygiene.