Reckitt celebrates World Toilet Day with superstar mupppets

Reckitt, a leading consumer health and hygiene company, marked World Toilet Day under its flagship campaign, Dettol Banega Swasth India, in collaboration with over 100 partners including Jagran Pehel, Gramalaya, AJYS, and Sesame Workshop India.

The event introduced India's first indigenous muppets, KK Kitanu and Neela Jadugar, launched by campaign ambassador Ayushmann Khurrana to creatively educate children on hygiene and sanitation through engaging mediums like animated videos and comic books.

World Toilet Day, observed annually on November 19, emphasizes the critical role of sanitation in public health and the global goal of achieving Sustainable Development Goal (SDG) 6: Water and Sanitation for All by 2030. This year’s theme, “Toilets – A Place for Peace,” highlights the significance of sustainable sanitation solutions in fostering equity and harmony worldwide.

Since its inception in 2014, India’s Swachh Bharat Mission has revolutionized the country’s sanitation landscape, with key milestones such as:

• Over 5 lakh villages achieving ODF (Open Defecation-Free) Plus status.
• Rural sanitation coverage soaring from 39% to 100%.
• An estimated 60,000–70,000 infant deaths averted annually, significantly improving public health.

Gaurav Jain, EVP, Reckitt – South Asia, remarked: "At Reckitt, we are committed to fostering a cleaner, healthier India. On this World Toilet Day, we celebrate the strides made by the Swachh Bharat Mission. KK Kitanu and Neela Jadugar are our creative tools to engage children, teaching them essential hygiene practices. We plan to scale this initiative by training 50,000 muppeteers and making these characters available in 22 regional languages, ensuring wider reach."

Bidhu Bhushan Panda, Chairperson, AJYS: "Through our partnership with Reckitt, we aim to transform schools and communities by empowering children to lead the way in health and sanitation."

Sameer Gupta, Executive President, Jagran Prakashan Ltd.: "Introducing indigenous muppets aligns with our commitment to Swachh Bharat, creatively engaging young minds for a cleaner India."

Sonali Khan, Managing Trustee, Sesame Workshop India: "With KK Kitanu and Neela Jadugar, we are embedding sanitation practices into children's learning, inspiring sustainable habits for future generations."

This initiative reflects Reckitt’s dedication to innovative education and sustainable health practices. By leveraging creative tools like the muppets and scaling its reach, Dettol Banega Swasth India continues to champion the mission of a truly Swachh Bharat, laying the foundation for a healthier, sustainable future for all.