Mumbai, 20 April 2017: In an endeavour to focus on hygiene and sanitation, RB in partnership with campaign ambassador, Amitabh Bachchan and NDTV today kicked off the 4th year of NDTV – Dettol Banega Swachh India campaign with #Mere10Guz activation. The campaign lends support to the Government of India’s Swachh Bharat Abhiyan.The agenda for this year’s campaign is composting and waste segregation by motivating people to take care of their 10 yards. The initiative aims at spreading awareness about sanitation, education and empowerment of citizens with better hygiene and sanitation facilities across the country and working with partners to support ground interventions for driving behavioral change.
During the event, the eminent guests visited Vijaynagar Co-op Housing Society, Andheri East in Mumbai where residents explained the various eco-friendly measures for composting and water segregation implemented by them. This was followed by a discussion on various aspects of #Mere10Guz, the importance of composting and waste segregation, how we can take steps towards achieving it and the impact of these simple measures on the society. Mr. Bachchan also interacted LIVE with RWAs and Schools from Delhi, Gurgaon, Chennai, Hyderabad, Bangalore and Kolkata that have been doing waste segregation and composting.
Talking about the initiative, Mr. Amitabh Bachchan, said “NDTV-Dettol Banega Swachh India aims to educate society and drive behaviour change towards health, hygiene and sanitation. Our efforts are to inspire, educate and encourage all Indians on how to manage waste effectively and work towards a truly Swachh Bharat. This year, our agenda is to drive people to follow 3 steps, clean-up, segregate waste and do composting as part of the #Mere10Guz initiative.”
Speaking on this year’s theme, Nitish Kapoor, Regional Director, South Asia at RB, said “Segregation of waste is turning out to be a huge problem for India. Lack of awareness on the types of waste can lead to potential health hazards for citizens across the country. We believe that the obstacle is not just the lack of infrastructure, but also the lack of awareness. Through this campaign we want to sensitize the society and address their problems while managing waste and try to spread awareness in the country. We have been committed to the cause for more than 3 years and aim to continuethe momentum this year as well.”
Speaking on the occasion, Vikram Chandra, Consulting Editor NDTV said, “In the race to meet the goal of a Swachh India by 2019, we urgently need to solve our waste disposal problem. From solid urban waste to sewage to chemical or industrial waste – every type of waste is mismanaged and has become a mammoth problem in the face of rapid urbanization. There are many ways in which we too can contribute. As discussed today an easy beginning can be made in which we can recycle some of our own waste at home by composting it. With each passing year NDTV Dettol Banega Swachh India strives to spread the message to help build a clean India.”
So far, NDTV- Dettol Banega Swachh India campaign in collaboration with JagranPehel in Bihar and UP has created 13000 ‘sanitation change leaders’ who were mobilized across 200 villages to successfully reach out to every household to drive positive behavioral change towards hygiene and sanitation. It has also built 6000+ household toilets in collaboration with Swades Foundation.
The event concluded with an appeal to all viewers and citizens to join #Mere10Guz movement and implement waste segregation and composting in their surroundings. The campaign will be highlighting the efforts towards #Mere10Guz.
About NDTV:
NDTV Ltd, founded in 1988, is India's largest news and infotainment network. It is home to the country's best and brightest reporters, anchors, camerapersons and producers. Offices and studios across the country host India's most modern and sophisticated production, newsgathering and archiving facilities. NDTV has an unmatched track record of being the first to successfully launch innovative news and lifestyle channels: NDTV 24x7 is a clear leader in the English news segment; NDTV India is amongst the country's leading Hindi news channels while NDTV Good Times straddles issues from health and holistic healing to fashion and food. In a first of its kind in the country the 2-in-1 channel of NDTV Profit and NDTV Prime is a business plus infotainment channel with NDTV Profit being India's number one markets’ news channel. NDTV is credited with pioneering several broadcasting and programming initiatives in Indian television and has expanded into one of the nation's biggest broadcasting houses by growing beyond news broadcasting and venturing into non news verticals with NDTV Worldwide and NDTV Convergence, as well as e-commerce verticals in the ethnic wear, automobile, gadgets, health foods and wedding preparation sectors with their websitesIndianRoots, Car and Bike, Gadgets 360, SmartCooky and BandBaajaa.com. NDTV has received many accolades for its initiatives in pioneering causes and for taking a leading role in Corporate Social Responsibility. For more information visit www.ndtv.com
About RB:
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately c. 37,000 people worldwide. Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 companies listed on the London Stock Exchange. We are the global No 1or No 2 in the majority of our fast-growing categories, driven by an exceptional focus on innovation. Our health, hygiene and home portfolio is led by our global Powerbrandsincluding Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. Our Powerbrands represent 80% of net revenue.
RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children’s largest global partner, with a new vision to radically reduce one the world’s largest killer of under 5s, Diarrhea. For more information visit www.rb.com.
*RB is the trading name of Reckitt Benckiser group of companies
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