Harpic & Dettol Spread the Message of Hygiene and Sanitation at Simhastha Kumbh Mela

Marketing | May 2, 2016 | News

Dettol Harpic Simhastha Kumbh

The ongoing Simhastha Kumbh Mela, considered as one of the world's largest religious congregations, is expecting around 5 crore pilgrims from across the country to gather on the banks of Kshipra river in Ujjain, Madhya Pradesh. After successfully partnering with Nashik Kumbh last year to provide hygiene to 30 million pilgrims and save 3.3 million liters of water, Dettol and Harpic have now returned to take the message of hygiene and sanitation to pilgrims at the Ujjain Simhastha being held from 22 Apr to 21 May, 2016.

Read: Dettol's On-ground Activation at Nashik Benefits Kumbh Mela Pilgrims

Held every 12 years, the mass gathering at such scale not only has a heavy impact on the demand for water and leaves the city with acute shortage of water supply, but also poses a serious health risk to devotees attending it owing to unhygienic conditions. As part of its nationwide initiative Banega Swachh India, Dettol and Harpic will reach out to pilgrims and educate them about the importance of hand washing and ill-effects of open defecation.

On ground volunteers with efficient water sprayers and sanitisers will be deployed at strategic locations such as food centers, snan areas, eateries, and toilets to ensure people wash their hands before eating their meals and after using a toilet. In addition, 100 toilets will be maintained by Harpic to provide a solution for open defecation. The volunteers will also be distributing information via flyers to the pilgrims and the Sadhugrams for raising awareness around healthy handwashing habits. Radio channels are extensively being used to reiterate the importance of hygiene through jingles.

Speaking about the initiative, Nitish Kapoor, Regional Director, RB South Asia said, "As a global leader in consumer health and hygiene, our purpose is to improve hygiene and sanitation in the daily lives of our consumers. Kumbh Mela is the largest congregation of humans anywhere on earth, which poses a huge challenge for sanitation because of the temporary influx of people in vast numbers. After successfully raising awareness amongst 30 million pilgrims at Nashik Kumbh last year, RB is proud to partner with Simhastha Kumbh Ujjain to drive a positive behavior change towards a Swachh Bharat.”

Also Read:

Showcraft to Organise Month Long Ujjain Kumbh Mela

Dainik Bhaskar Creates OOH Delight At Simhastha Kumbh Mahaparv Ujjain 2016


Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.


After successfully partnering with Nashik Kumbh, the hygiene brands aim to raise awareness as a part of Banega Swachh India initiative, at the religious congregations held every 12 years in Ujjain.

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