As Mission Swachhta Aur Paani, a collaborative initiative by Harpic and News18, marks a remarkable milestone of 1400 days, it continues to spearhead efforts in promoting nationwide hygiene awareness.

According to a press release, this groundbreaking campaign, which has normalized discussions on toilet behavior across India, celebrated its third edition, reaffirming its commitment to fostering a culture of cleanliness and sanitation.

The celebration witnessed the presence of esteemed dignitaries, including campaign ambassador Akshay Kumar, Union Ministers Gajendra Singh Shekhawat and Mansukh Mandaviya, and Maharashtra’s Chief Minister Eknath Shinde, underscoring the widespread support and recognition garnered by the initiative.

Aligned with the Swachh Bharat Mission and UN’s Sustainable Development Goals, Mission Swachhta Aur Paani has emerged as a ‘Jan Andolan’ for sanitation security, uniting stakeholders from various sectors to advocate for clean and accessible toilets.

Notably, the campaign has leveraged popular culture elements such as music, comedy, and technology to simplify the message and engage audiences effectively.

Akshay Kumar, emphasizing the importance of a clean society, urged continued support for the initiative, stating, “A clean society is the foundation of a healthier and better nation. Mission Swachhta Aur Paani has evolved into a ‘Jan Andolan’ for sanitation security, focusing on building awareness for the right to dignity.”

Minister of Jal Shakti, Gajendra Singh Shekhawat, lauded the transformative impact of the Swachh Bharat Abhiyan, highlighting India’s progress in sanitation and hygiene. Similarly, Hon’ble Minister of Health and Family Welfare, Mansukh Mandaviya, emphasized the critical role of good sanitation in maintaining public health, attributing the success to the Swachh Bharat Mission’s nationwide outreach.

Ravi Bhatnagar, Director of External Affairs & Partnerships at Reckitt, expressed the organization’s commitment to promoting universal sanitation, emphasizing the need for sustained efforts in spreading awareness and building healthy habits among the masses.

Avinash Kaul, CEO Network18 (Broadcast) & MD of A + E Networks, reiterated the network’s dedication to supporting transformative social awareness programs, underscoring the significance of initiatives like Mission Swachhta Aur Paani in contributing to India’s developmental goals.

Launched in 2019, Mission Swachhta Aur Paani has made significant strides in promoting toilet-appropriate behavior, reaching millions across India through its extensive network and digital channels. With a vision to contribute to a ‘Viksit Bharat-2047,’ the campaign remains steadfast in its mission to foster a Swachh and Swasth Bharat.