HUL has launched what is billed as a behaviour change programme, themed ‘Swachh Aadat, Swachh Bharat’.
On-ground initiatives (Swachh Basti) and a mass media campaign (Swachh Aadat) have been kicked off to inculcate three habits: washing hands with soap regularly (especially before and after meals), using a toilet for defecation, and drinking safe water. This translates on screen through young children playing the protagonists. They spread the message “Haath Munh aur Bum, Bimaari Hogi Kum” chant and a song and dance, educating village folk of all ages. The brands on screen demonstrating the clean habits are Lifebuoy (for clean hands), Pureit (for pure water) and Domex (for clean toilets) from the HUL stable.