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Clean India CampaignOct, 27 2014

Eureka Forbes initiates mega cleanliness drive in support of 'Swachh Bharat Abhiyan'

After Bollywood celebrities, Eureka Forbes, India’s leading health and hygiene brand, joins the ‘Swachh Bharat Abhiyan’ to promote the cause of a cleaner India.

By WI Bureau

By initiating a nationwide mega cleanliness drive across public spaces, India’s leading health and hygiene brand, Eureka Forbes has joined the ‘Swachh Bharat Abhiyan’ of Prime Minister Narendra Modi. As a part of this mega cleanliness drive, the brand will ensure cleaning of public spaces like railway platforms and police stations. Moreover, the brand aims to acknowledge and appreciate the efforts of sanitation workers, who work relentlessly to ensure a clean neighbourhood for citizens. Keeping this in mind, representatives from the company took to the roads of the city to acknowledge and appreciate cleaning efforts of sanitation workers.

The brand kicked-off the campaign in Mangalore, as part of which the Eureka Forbes’ sales personnel (Eurochamps) undertook cleaning efforts at police stations, railway platforms, waiting rooms and offices at the railway station and India’s oldest railway museum.

Talking about the campaign, Marzin Shroff, CEO, Direct Sales and Vice President, Eureka Forbes Limited said, “The 'Swachh Bharat Abhiyan' by the government will encourage consumers to adopt and embrace better personal and household hygiene and this gives us a great opportunity to bring about a behavioural change among consumers towards adopting healthy cleaning habits. We believe that like charity, cleanliness begins at home. As an organization, we have always endeavoured towards looking for means to provide and enhance safer and healthier living for our consumers and look forward to garnering support of the masses and generating awareness through this initiative.”

With this initiative, the brand aims to educate its consumers about adopting a healthy and hygienic lifestyle and to reconnect with them, making the brand more relevant to their lives.

In India, the problem of urban filth has become a national emergency. According to World Bank, illness from lack of hygiene cuts India’s gross domestic product (GDP) by 6.4% a year. The ‘Swachh Bharat Abhiyan’ aims to achieve a completely clean India by October 2, 2019, which also marks the 150th birth anniversary of Mahatma Gandhi. The mission intends to reach out to all sections of the society through various mediums to make their neighbourhood clean and also inculcate a habit of cleanliness and hygiene, ensuring protection from several health problems. Big celebrities including Hrithik Roshan, Priyanka Chopra, Aamir Khan, Sachin Tendulkar and Sania Mirza have recently joined the campaign.

Related: Health & fitness app HealthifyMe launches SwasthBharat campaign

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