Dettol Banega Swasth India (DBSI), the flagship campaign from Reckitt, has launched India’s first hygiene focused music album — ‘Folk Music for a Swasth India’ in collaboration with renowned folk music band, Rais Khan Project. The album, available to Spotify users across the globe, aims to inspire individuals to develop conscious hygiene practices through India’s rich folk music. With the launch of this album, Dettol Banega Swasth India is conducting an innovative social experiment towards integrating art and culture to deliver important hygiene/health messages.
DBSI is tapping into the country’s rich cultural heritage to raise awareness and drive the message of hygiene to millions of individuals, especially children across India.
Gaurav Jain, senior vice-president, South Asia, Reckitt, said, “With Dettol Banega Swasth India, we have been at the forefront of using innovative campaigns to promote positive hygiene behaviour by engaging with children. Stepping into the world of music is a social experiment where our aim is to reach out to people from different cultures, backgrounds, and communities. Music, art and culture from across regions in India will help us build a local connection and spread the message on hygiene in a faster and more engaging way.”
The album is available on Spotify