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Swachh Bharat Abhiyan: Cleanathon Campaign by NDTV India, Dettol

Published on: December 15, 2014 | Updated on: April 18, 2015

Banega swachh IndiaOn December 14, 2014, NDTV India in continuation of the Swachh Bharat Abhiyan launched by Prime Minister Narendra Modi on October 2, 2014, started a 12-hour Cleanathon, ‘Banega Swachh India’. Dettol India in partnership with NDTV & Facebook had launched ‘Banega Swachh India,’ a social initiative and a commitment towards making India clean and healthier in October 2014. Though the programme was launched along with the Swachh Bharat Abhiyan, to make it more popular, a special programme was telecast for 12 hours by NDTV India from 9:00 am to 9:00 pm, which was participated by a number of celebrities.

Objective of Banega Swachh India

Banega Swachh India aims to spread awareness among all people, spread all across the country, about the importance of sanitation and hygiene. It’s a 5-year ambitious programme with Amitabh Bachchan as the ambassador and a sum of Rs 100 crore has been allocated towards making this initiative successful. In October 2014, an NDTV-Dettol Banega Swachh India bus was flagged off. So far, the bus has covered around 400 villages across eight States – UP, Bihar, Jharkhand, Haryana, Rajasthan, MP, Chattisgarh, and Maharashtra. The awareness programme is initiated through interactive videos, flyers, posters, street plays and hand-washing sessions.

NDTV’s Swachh ambassadors

Along with Amitabh Bachchan, there are some other dignitaries nominated in the campaign. They are as follow:

  • Suresh Prabhakar Prabhu: The present Railway Minister, who is also a chartered accountant by profession. One main reason to nominate Suresh Prabhakar is to bring about a change in the dirty picture of India Railways. The idea is to encourage the use of bio toilets in Indian Railways instead of open toilets that release human waste on tracks.
  • Saina Nehwal: Arjuna Awardee and ace badminton player, is another Swachh ambassador nominated by NDTV.
  • Arvind Gupta: National Head of BJP IT Cell
  • Priyanka Chaturvedi: Spokesperson of All India Congress Committe.
  • Ronnie Screwvala: Founder and CEO of UTV Group and founder trustee, Swades Foundation. This foundation aims to construct 25,000 toilets during the Swachh India Cleanathon.
  • Anand Mahindra: Chairman and MD, Mahindra Group. He declared Rs 30 crore to construct 5,000 toilets.
  • Dettol India: Dettol India has invested Rs 100 crore for this campaign

Highlights of the 12-hour Cleanathon

Rakesh Kapoor, Global CEO, of Reckitt Benckiser (RK) kickstarted the Cleanathon campaign with a donation of Rs 100 crore. The company will spend the money over the next one year to spread awareness about sanitation and cleanliness. Some well-known celebrities that participated in the Cleanathon campaign were Amitabh Bachchan, all the nominated ambassadors, veteran actress Waheeda Rehman, Bollywood actress Priyanka Chopra, Chanda Kochhar, MD and CEO, ICICI Bank, noted lyricists Prasoon Joshi and many more.

Cleanathon drive

As part of the 12-hour Swachh India Cleanathon, clean-up drives were organised in various parts of India. One such prominent area was the clean-up of the Ghats of Ganga in Varanasi. There was also a story narrated by a young 17-year girl called Mamata. She dropped out of school from Mewat Haryana because there was no toilet. Then she travelled 12 km almost every day to another school which had a toilet.

  • Ronnie Screwvala said that it is time now to give the rural India a sense of ownership in these initiatives.
  • Chanda Kochhar remarked that every branch of ICICI bank has been asked to take care of the cleanliness in areas around their branches along with spreading the cleanliness message to as many people as possible.
  • Anand Mahindra suggested that people below the poverty line should be identified and new ways and methods should be adopted to get people to own and sustain this cleanliness initiative like the freedom movement.
  • Union Minister for Water Resources, River Development and Ganga Rejuvenation, Uma Bharti joined the campaign live from Sangam Ghat, Allahabad.
  • Chief Minister of Goa Laxmikant Parsekar also joined the Cleanathon campaign and he spoke about the sanitation scheme that his Government has undertaken in Goa. In this scheme which is limited to OBC families, SC families, ST families, an NGO Sulab International has been entrusted with the responsibility to make the cleanliness mission a success. The Government has paid Sulabh International Rs 24,000 to construct each toilet for each family.
  • According to the Chief Minister of Jharkhand, Hemant Soren, it is necessary to first improve the situation in urban areas as even if rural areas may not have toilets, they are cleaner than the urban areas.
  • “The Ugly Indians”, a name given to some Bengaluru’s faceless warriors, along with Rajya Sabha MP Rajeev Chandrasekhar, joined on a cleanliness mission to do good work for the benefit of the people without taking any credit for it.

Modi’s tweet

At the end of the Cleanathon campaign, campaign ambassador Amitabh Bachchan said, “We have spoken enough, now it is time to act. Every Indian needs to take charge and make this initiative a success”.

Modi in one of his tweets said, “I appreciate NDTV and Sr Bachchan for the ‘Banega Swachh India’ campaign, to address aspects related to hygiene and sanitation”.

More than Rs 281 crore has been raised in the Cleanathon campaign so far. The “Banega Swachh India” campaign is indeed a very praiseworthy effort by NDTV and Dettol. Hope this campaign goes a long way in changing the views of the people of India and helps to build a cleaner India.


Read more :

MUDRA Bank : Details, objectives and benefits

Swachh Bharat Abhiyan: Making India Clean & More

Swachh Bharat Abhiyan: Bal Swachhata Abhiyan

Swachh Bharat Abhiyan: Modi Launches Cleanliness Campaign

Swachh Bharat Abhiyan: Success Stories of a Few Villages

Swachh Bharat Abhiyan: The Celebrity Chain for Cleanliness Continues

Swachh Bharat Abhiyan in Full Swing in States

Swachhta Entrepreneurs – An Operative Wing for Swachh Bharat Abhiyan

Swachh Bharat Abhiyan: A Stage-managed Cleanliness Operation in Delhi?

Swachh Bharat Abhiyan: Celebrities and Politicians Join Hands

100 hours every year to cleanliness for Swachh Bharat – A mission to Clean India

Swachh Bharat Abhiyan: India Observes World Toilet Day

Clean India Campaign – Some Lessons from Other Countries

Swachh Bharat: You and Your Dog, Who Will Scoop the Poop?

Swachh Bharat Abhiyan: Will It Help Reduce the Incidence of Communicable Diseases?

Swachh Bharat Abhiyan: Then Why Do We Pay for 50,000 Sweepers in a City?

Swachh Bharat Abhiyan: Can We Follow a Green Diwali This Year?


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Showing 5 Comments :

Sir/madam. Meri request hai bharat me kuch shaktipeedh mandir hai.aur waha intne shradhalu darshan karne ate hai.magar waha koi safai nahi hai.Jaise Rajasthan ke dousa me mehdipur balaji mandir.waha intna chadawa chadta hai.magar mandir main koi dek rekh nahi hai.Yaha mandir main bohot bheed rehti hai usse dekhte huye mandir ki saf safai aur rules and regulation hone chahiye.Yeh mandir bohot hi shaktishali aur pavitra shaktipeed mandir hai. Yaha sakshat hanuman ji vas karte hai. Ek aur mandir hai mathura main goverdhan parvat jaha kehte hai bhagwan krishan ne isse apni ungli par uda liya tha.Waha bhi koi saf safai nahi hai.Anne wale shradhaloo goverdhan ki parikrama karte hai to jagah jagah par ya bhikari pareshan karte hai ya fir waha ke pande.Kehta hai itne paisse de do ham aisi pooja karrege.Arre bhagwan ke nam par aisi dhagi kyo hoti hai.Yaha parbhi rules and regulation hone chahiye aur saf safai.Yeh dono mandir shrine board ke andar aa jaye jaise veshnodevi usme ata hai tab bohot acha ho chaya ga.


Apnea des ko swachh rakhe me apne aap ko samara it karta hu.swachh banega INDIA to badhega INDIA


I have submitted a poem on swachch bhart mission in Hindi . I hope the message is loud and clear.
Amarnath murthy


स्वच्छ भारत
स्वच्छ भारत का बापू का सपना
हर भारतवासी का हो अब अपना

गंदगी को देख सभी नाक भौं सिकोड़ते
गंदा करने मे कोई कसर भी नहीं छोड़ते
मानसिकता यह अब जानी होगी
बुरी आदतों से निजात पानी होगी

गंदगी एक घिनौना जहर है
फैले चारों ओर बदबू की लहर है
जकड़े बीमारी मे सारा शहर है
पड़ता पर्यटन पर बुरा असर है

जन जन मे ये जागृति फैलाएँ
गंदगी कहीं भी पनपने ना पाये

घर मोहल्ला हो या गाँव शहर
गंदगी कहीं ना कर जाये घर
पड़ता स्वास्थ्य पर बुरा असर
स्वच्छता मे ना छोड़ें कोई कसर

स्वच्छ भारत अभियान एक अच्छी पहल है
जज्बा ये बनाए रखना सभी को हर पल है
यह मात्र शुरुआती जोश बनकर ना रह जाये
सारे सार्वजनिक स्थल इसकी जद मे आयें

लगाकर हम तन मन धन और प्राण
सुंदर स्वस्थ भारत का करेंगे निर्माण

पूरे देश मे घूमेगा स्वच्छता का ये रथ
आज हम उठाएँ सच्चे ह्रदय से शपथ
चाहे हो जाएँ पसीने पसीने लथपथ
स्वच्छ रखेंगे गली मोहल्ला हर पथ

प्रगति के पथ पर चढ़ेगा परवान
तब हम सबका प्यारा हिन्दुस्तान
प्रकृति का भी तो हमको है वरदान
हर गाँव शहर अब बने उद्यान

गंदगी का हो ना कोई नामोनिशान
पर्यटन को भी मिलेगी एक नयी जान
बढ़ेगी देश की आन बान और शान
विश्व मे मिलेगा भारत को सम्मान

स्वच्छ भारत का बापू का सपना
हर भारतवासी का हो अब अपना
*** ***
अमरनाथ मूर्ती
उपमहाप्रबंधक ( ई एवं टी)
क्षे॰ का॰ सूचना संचार , मुंबई


Delhi public school Marutikunj would like to sponser one toilet.

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