In a collaborative effort under the flagship initiative, Mission Swachhta Aur Paani, Harpic and News18 Network have unveiled a compelling cause awareness film aimed at promoting responsible toilet behavior and hygiene across India.

Inspired by Mahatma Gandhi’s cleanliness ideals, the film seeks to instigate a cultural shift towards maintaining clean and hygienic toilets. Aligned with the Swachh Bharat Mission and Jal Jeevan Mission, the initiative advocates for inclusive sanitation practices and emphasizes the link between clean toilets, good hygiene, and public health, the channel said in a press release.

Spearheaded by Saurabh Jain, Regional Marketing Director – Hygiene, South Asia at Reckitt, the campaign endeavors to initiate crucial conversations and behavioral changes among Indians regarding appropriate toilet habits. Jain highlighted the importance of this cause-driven awareness film in aligning with Prime Minister Narendra Modi’s vision of a ‘Swachh Bharat Swasth Bharat Samridh Bharat’.

The film underscores the collective responsibility to prevent unhygienic toilets from becoming breeding grounds for diseases, urging individuals to leave toilets clean for the next person. It emphasizes that access to clean sanitation is not just a privilege but a shared responsibility.

Sidharth Saini, SVP & Head of Marketing Content & Operations, News18 Studios, emphasized the film’s pivotal role in propelling discussions on cleanliness, sanitation, and hygiene to the forefront of public discourse. Saini highlighted the commitment of News18 Network in driving on-ground action through Mission Swachhta Aur Paani to promote appropriate toilet behavior.

The third season of the Mission aims to engage billions of Indians in fostering behavioral change related to toilet use and maintenance through on-ground partnerships. It seeks to raise awareness and mobilize action, ensuring inclusivity and advocating for responsible toilet habits, health, hygiene, and water conservation.

This initiative by Harpic and News18 Network represents a significant stride in sustaining the ongoing dialogue and encouraging collective action towards sustainable sanitation practices and universal access to clean water. The film symbolizes a transformative moment in India’s pursuit of prioritizing cleanliness, sanitation, and hygiene in the nation’s collective consciousness.