Harpic and News18's 'Mission Swachhta Aur Paani' completes its third edition

Delhi: Mission Swachhta Aur Paani campaign, a collaborative effort by Harpic and News 18, aims to normalise discussions on good toilet behaviour across the country.

Integrating culture, comedy, muppets, technology, music and education, Harpic Mission Swachhta Aur Paani recently celebrated the completion of its third edition, setting the stage for scaling it up in future. The milestone coincided with the 10th anniversary of Prime Minister Narendra Modi’s Swachh Bharat Mission. 

The celebration saw participation from Mission Swachhta Aur Paani campaign ambassador, Akshay Kumar; Union Ministers Gajendra Singh Shekhawat and  Mansukh Mandaviya; Chief Minister of Maharashtra, Eknath Shinde, and others advocating for a safe and healthy Bharat. 

Aligned with the Swachh Bharat Mission and UN’s Sustainable Development Goals, Harpic and News18's Mission Swachhta Aur Paani has united various stakeholders – policymakers, cultural icons, celebrities, thought leaders, development sector professionals, water and public health experts, and academia. 

A stand-up by Gaurav Kapoor, a song about health and sanitation by  Grammy winner Ricky Kej, a message by Kumar and a short film like ‘Kar Lo  Karmon Ka Uddhar’ aimed to appeal to common people.

Highlighting the significance of a Swachh Samaj for elevating India’s standing, Kumar said, “A clean society is the foundation of a healthier and better nation. Mission  Swachhta Aur Paani has evolved into a 'Jan Andolan' (people's movement) for sanitation security and focused on building awareness for the right to dignity. I urge each one of you to  continue supporting us and join us to drive advocacy for clean toilets to build a cleaner  India.” 

Minister of Jal Shakti, Shekhawat, emphasised the lasting impact of the Swachh Bharat Abhiyan, asserting, "India has witnessed a revolutionary transformation in sanitation and hygiene. Over one lakh villages have been declared completely clean based on various parameters. Our persistent efforts under the Swachhta  Abhiyan are poised to significantly elevate both the National Health Index and GPI.” 

Minister of Health and Family Welfare, Mandaviya, highlighted the role of good sanitation in maintaining good health, crediting the Swachh Bharat  Mission for spreading the message of health and hygiene nationwide. He commended the Prime Minister for ensuring dignity for women, sanitation workers, marginalized communities, and others through this campaign. 

During the celebration, Ravi Bhatnagar, Director of External Affairs and Partnerships - SOA, Reckitt, said, “Since its inception, Harpic Mission Swachhta Aur Paani has been working towards integrating a culture of cleanliness in society, particularly among youth,  ensuring clean toilets become second nature. Events like G20, which championed 'India for the World,' and the profound philosophy of Vasudhaiva Kutumbakam have deeply inspired and reinforced our commitment. At Reckitt, we remain steadfast in our pursuit of universal sanitation as we continue spreading the message of toilet hygiene and sanitation, helping build healthy habits among the masses. While our progress has been  commendable, we acknowledge there is more to be done and this marks just the  beginning of our journey towards a Swachch Bharat.” 

Avinash Kaul, CEO of Network18 (Broadcast) and MD of A + E Networks expressed pride in spearheading a high-impact campaign on toilet-appropriate behaviour, reaching millions across India over the past three years.  

“As India strives towards the vision of 'Viksit Bharat-2047', establishing itself as a developed global power, our commitment as a responsible media organisation to support and contribute to this goal is unwavering. Through initiatives like Mission Swachhta Aur Paani, we are dedicated to promoting mass social awareness programs with a transformative agenda. Network18 will continue to encourage efforts for a Swachh and  Swasth Bharat,” he said.