RB’s Harpic Extends the Mission Paani Campaign ‘Swachhtaaur Paani’ to Celebrate Jal Pratigya Diwas and World Toilet Day

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New Delhi, November 19, 2020: As a part of RB’s fight to make access to hygiene, wellness and nourishment a right and not a privilege, RB’s Harpic’s Mission Paani campaign is addressing the water crisis and hygiene issues in India. Today, on World Toilet Day, Laxman Narasimhan, Global CEO, Reckitt Benckiser Group and Grammy award winner A.R Rahman launched the ‘Paani Anthem’ at the ‘Jal Pratigya Diwas’ virtual event.

RB, as a part of its sustainability goals, has committed to working towards raising awareness and mobilizing action towards water conservation and improvement of hygiene and sanitation. During the ongoing pandemic, accessibility to proper hygiene and water is critical to curbing the spread of disease and infection.

‘Anthem for Saving Water’ written by Prasoon Joshi, is looking to drive behavioural change on the water and hygiene issues plaguing the country. The anthem launched with A.R. Rahman and an all-children choir is reaching out to audiences across the country to join this mission to save water. School children from across India will be joining the Mission Paani movement and taking a pledge, the ‘Jal Pratigya’ to save water.

Laxman Narasimhan, Global CEO, Reckitt Benckiser Group commented, “Over a year ago we defined our purpose where we exist to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world. We also articulated our fight- to ensure access to high-quality products, information that drives behaviour change and availability. Water is instrumental in enabling hygiene and sanitation. Because with the availability of water and our commitment to hygiene and sanitation we can put in place the first line of defence to address this issue. Today on World Toilet Day, we are reaching out to a wide audience on a common message on water conservation and hygiene. We can all be ambassadors of water and hygiene. I urge you all to join me to take your Jal Pratigya today.”

Contributing to this campaign, Akshay Kumar, Mission Paani Ambassador commented, “We shouldn’t reach a point in our lives where we realize the true value of water only when we no longer have it. This is all the reason why it’s important to be responsible citizens and put others before ourselves to conserve water for their use and benefit. Such things have a snowball effect, and we need to start thinking about the consequences of our actions when it comes to the usage of available resources. I have the utmost confidence in the campaign in making society aware of what needs to be done and hope to see countless lives being saved in these testing times. Dhyanrakhien, Swatchtaaur Paani akhirbachani Hai Zindgani.”

Commenting on joining hands with RB, A.R Rahman, Music Composer & Grammy Award-winner said, “The water crisis is one of the most compelling situations we need to address. The ‘Paani Anthem’, created by Prasoon (Joshi) and I, is a call to action sung by the generation with the most to lose if we don’t conserve water: today’s children. It’s important to lay a foundation of care to address the water issue, to develop conscious action around how water is used and consumed, to remind people to be careful. The all-children choir is the voice of our youth who are looking to make a difference. We are hoping to encourage the nation to take the water oath in an attempt at saving water.”

Speaking on the anthem launch, Narasimhan Eswar, Senior Vice President, RB Hygiene, South Asia said, “RB’s fight is to make access to the highest quality hygiene, wellness and nourishment a right and not a privilege. With Harpic, we have been driving mass behavioural change towards toilet sanitation over the years. Today, on World Toilet Day, given the high interdependency of water and sanitation, Harpic Mission Paani with our partners is looking to create awareness on the water crisis in India and educate people on the need for conserving water as well as robustly managing sanitation systems and good hygiene practices. We will be focusing on transformational behaviour change towards water and sanitation through a variety of memorable educational methods using popular culture, music, inspirational stories of water warriors and other means. The amazing ‘Paani’ anthem being released today is one such major step in that direction.”

Speaking on this occasion, Sukhleen Aneja, CMO & Marketing Director, RB Hygiene, South Asia said, “By 2030, demand for water will far outweigh supply. There is a need to conserve water. The more we save – the less we waste – the closer we will get to water sufficiency. We are aiming to create an ecosystem for mobilizing action toward saving. In this endeavour, children will be our evangelists, bearing the message for change. It is our privilege to have A.R. Rahman and Prasoon Joshi create an anthem, to inspire the nation to save water and in taking their Jal Pratigya.”

Prasoon Joshi, lyricist of the anthem and CEO of McCann Worldgroup India commented, “Badalnihaipaanikikahaani, ‘Swachhtaaur Paani.’ When I started to conceptualise this theme and pen down thoughts for Harpic Mission Paani, I realized how much we have taken water for granted. We must consciously start protecting our rivers and water bodies and we need to do our bit to conserve water. The anthem is our way of making people realise that we need to bring about a change. Let us save lives by saving water.”

  1. Venkaiah Naidu, Vice President of India; Shri Gajendra Singh Shekhawat, Hon’ble Minister of Jal Shakti; Shri Ramesh Pokhriyal, Hon’ble Minister of Education along with other dignitaries extended their contribution and support to the cause by taking the Jal Pratigya (Water Conservation Oath).

To listen to the anthem please click on the below link:
https://www.youtube.com/watch?v=qk0YRiJr99g&feature=youtu.be