RB India, a multinational consumer health and hygiene, company announced a 5 year ambitious program in partnership with NDTV and Facebook - “Dettol – Banega Swachh India”. RB has made a commitment to invest a sum of INR 100 crores towards the initiative of making India healthier and cleaner by 2019.

RB has strong line-up of power brands such as Dettol, Harpic, Airwick, Mortein, Vanish, Colin, Easy off bang, Lizol among others.

The program aims to spread awareness around the importance of hygiene and sanitations to millions across the country and has introduced Indian film actor and legend, Mr. Amitabh Bachchan as the program ambassador for this mega campaign.

Through the partnership, RB aims to combine the on-ground expertise and vast presence of NDTV network with the massive reach of Facebook through online and mobile to address one of the most critical challenges faced by our country.

NGO partners such as CAF will bring on-board their implementation expertise to execute the programs and will be supported by the Sulabh International & WaterAid as knowledge partners.

A “Dettol - Banega Swachh India” bus will be flagged off in October, which will cover around 400 villages across 8 states - Haryana, Rajasthan, UP, Bihar, Jharkhand, Chattisgarh, MP & Maharashtra. The objective of the bus will be to create awareness around hygiene and sanitation through interactive videos, flyer distributions, posters, hand-washing sessions and street plays.

Emphasizing on the lack of hygienic conditions in India, Mr. Nitish Kapoor, Managing Director, RB India said, “As a global leader in consumer health and hygiene, our purpose is to improve the hygiene and sanitation in the daily lives of our consumers. We have been committed to the cause for a long time, but now it is time to step up and reach out to a much larger audience. Our commitment to the program and collaboration with like-minded partners is just the beginning of our journey towards a healthier and cleaner India by 2019.”

Kirthiga Reddy, Managing Director, Facebook India said “We are excited to join hands with RB and help this national initiative build a presence by reaching over 100 million people on Facebook across India by leveraging our strength in mobile — both smartphone and feature phone. Our collaborative efforts make this movement social, personal and relevant by inspiring people to action through powerful stories to keep India clean.”