RB launches season 6 of its flagship BSI initiative

( August 19, 2019 )

RB’s health, hygiene and home portfolio is led by global brands Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s

Consumer health and hygiene company, Reckitt Benckiser (RB), has launched Season 6 of its flagship Dettol BSI initiative with a focus on ‘Swasth’ this time.

According to the company, the transition from Banega Swachh to Banega Swasth India, is supported by campaign ambassador, Amitabh Bachchan with the veteran actor unveiling ‘The Swasth Box’ along with dignitaries from RB and health experts from across the country on Monday.

“Our journey towards Swachhta started five years ago with a great vision that brought Dettol Banega Swachh India to life. The programme’s conscious effort to drive behaviour change across communities has encouraged people to adopt better health practices and we are extremely proud of what we have been able to achieve together. To be able to drive lndia’s health agenda further, it is imperative for us to focus on another significant factor – Swastha. Given health today is more than an absence of illness – being healthy also means being fit and happy. The upcoming year will witness special attention on child nutrition and pregnant mothers that form the backbone of our future generations. This year the programme is further complementing Govt’s initiative, Ayushmann Bharat”, Gaurav Jain, senior vice president, AMESA, RB Health, said.

This kit/box will have various things ranging from hand sanitizer, bath soap, Dettol wipes, baby blanket, sanitary pads, mosquito nets, nail cutter, zinc, ORS, Iodine, cotton roll, baby wrap, small sustainable toy for the kid and hypothermia care kit. The kit is further supported by Pehel and Smile Foundation.

“The first 1,000 days for a new born are very crucial for his/her neurodevelopment and lifelong mental health. Making provisions for adequate nutrients through breastfeeding and healthy eating during this crucial time affects the long-term health and therefore, our focus going forward will be on the well-being of new mothers and children”, Ravi Bhatnagar, director external affairs and partnerships, RB Health AMESA, said.

RB’s health, hygiene and home portfolio is led by global brands Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s.

“The deadline for India to become open defecation free is 2nd October 2019 which is the 150th birth anniversary of Mahatma Gandhi. It was Gandhiji’s dream that the quality of life of every Indian should improve with sanitation, cleanliness and hygiene as its foundation. Along with the elimination of open defecation we are also working towards a country where our infants and most vulnerable citizens stay healthy. If we all come together we can achieve this. Please do join us in this campaign to ensure that our country is clean and healthy for our future generations”, Dr. Prannoy Roy, co-founder and executive co-chairperson, NDTV, said.

While the transition from Swachh to Swasth took place, RB will continue to take the cleanliness agenda forward as well. Clean India will ensure a Healthy India and hence, the efforts of ensuring a hygienic environment will take place to take ODF to ODF plus. Water conservation will also be a pivotal agenda to drive under which 5 lakhs schools.

Source: https://brandequity.economictimes.indiatimes.com/news/marketing/rb-launches-season-6-of-its-flagship-bsi-initiative/70740587

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