Rishtey to launch 'Hum Saaf Saaf Hai', a social comedy on sanitation

Hindi mass entertainment channel Rishtey will soon launch a new finite series called ‘Hum Saaf Saaf Hain’ emphasising on the importance of sanitation and hygiene in the country.  The 14-episode finite series is a social comedy that trails the journey of an under-cover government official who goes from village to village, checking the implementation of the Swachh Bharat Abhiyaan. The show will air on Rishtey on February 16, every Saturday and Sunday at 9:30pm.

Parameswaran Iyer, Secretary, Ministry of Drinking Water and Sanitation, said, “Under the leadership of Prime Minister Narendra Modi, the Swachh Bharat Mission (Grameen) has become a people's movement, revolutionising sanitation in rural India. We are poised at the brink of achieving an ODF India, with 5.5 lakh villages and 600 districts already declared free from open defecation. The need of the future is to sustain these outcomes through continuous efforts made to reinforce the messages of safe sanitation and cleanliness. I am very happy that Viacom 18 Media Pvt. Limited and HDFC Limited are supporting the Swachh Bharat Mission and have produced ‘Hum Saaf Saaf Hain’ — an entertainment-packed show that carries the message of sustained sanitation in families and communities.”

The show promises to be a family entertainer, which will not just tickle their funny bones but also enlighten them on the importance of sanitation and hygiene. The show will highlight issues such as ‘Swacchagris’, toilets for the differently-abled, women’s safety and hygiene, ODF Plus and more with the twist of humour to engage the audiences.

Deepak Parekh, Chairman, HDFC, said, “The Swachh Bharat Mission launched by the Government of India in 2014 was a much-needed initiative to make India open defecation-free over a five-year time frame. As a flagship and successful programme of the present government, the Swachh Bharat Mission has not just built sanitation infrastructure, but also focused on creating awareness and behavioural change among people. Recognising the strong inter-linkage of sanitation and hygiene with socio-economic factors such as healthcare, sustainable communities and gender dignity, sanitation has been one of HDFC’s focus areas since 2014 for its CSR programmes. We have partnered with experienced organisations across India, which are deeply connected with the communities they work in. HDFC is happy to partner with Swachh Bharat Mission (Grameen) and Viacom 18 Media Pvt. Limited for an innovative television series that uses entertainment as an educative medium to impress the importance of good sanitation among India’s rural population.”

Sudhanshu Vats

Speaking about the importance of socially inclined content, Sudhanshu Vats, Group CEO and MD, Viacom18, said, “India is at the precipice of becoming open defecation-free and at Viacom18, we believe that the media and entertainment industry plays a crucial role in changing behaviour and mindset towards safe usage of toilets. Hence, be it through films such as Toilet Ek Prem Katha and shows such as Navrangi Re! and even with our flagship CSR programme Chakachak Mumbai, we have mainstreamed the conversation on sanitation in living rooms and film theatres. With Hum Saaf Saaf Hai, we further intend to engage viewers in entertaining content while also creating awareness on safe sanitary practices.”

The association has been orchestrated by INS-BE Viacom18, the brand solutions division under media conglomerate Viacom18 Media Pvt. Ltd. The division in the past has successfully engaged with Arunachal Tourism, Himachal Tourism and Odisha Tourism along with associations with Ministry of External Affairs and DARPG under PMO.

Commissioned by the Ministry of Drinking Water and Sanitation in partnership with HDFC Limited, ‘Hum Saaf Saaf Hain’ is being produced by Colosceum Media.  The lead actor of the show is Rajesh Kumar, known for his popular stint as Rosesh Sarabhai. He will be seen playing the main character of ‘Hero Bhaiya’, who is a government clerk in his mid-30s, finally getting a chance to fulfil his long-term dream of being a spy. The stellar cast include Gulki Joshi who will be seen playing the character of Archana, an ambitious school teacher and Shashi Rajan, who will essay the role of Gobind among others.

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