NDTV-Dettol Banega Swasth India Campaign Wins Gold At South Asian Digital Media Awards 2022

New Delhi: The World Association of News Publishers (WAN-IFRA) announced the winners of the South Asian Digital Media Awards 2022, the sixth edition of digital media awards for South Asia.

In these prestigious awards that recognise the outstanding digital media projects delivered by news publishers from across the region, NDTV-Dettol’s Banega Swasth India Campaign won Gold for Best Native Advertising / Sponsored Content Campaign.

Team Banega Swasth India receiving the award for Best Native Advertising / Sponsored Content Campaign at Wan-IFRA South Asian Digital Media Awards 2022

An eminent panel of international judges evaluated the entries for the 2022 edition.

Recognising the impact and success of the campaign, now into its ninth year with legendary actor Amitabh Bachchan as its campaign ambassador, one juror noted,

Any commercial content campaign running in a ninth season is to be commended. Congratulations for showing their client immense value through the campaign. In addition to its impressive ambassadorship, the stories affiliated with the campaign are heartfelt and meaningful. All good native advertising should be able to stand alone editorially – and these certainly do. May this partnership last another nine seasons, and more!

Another juror said,

An impressive full-funnel solution that utilises an omni-channel approach to branded content. I commend the team for their strategic approach to the project. Each tactical execution showed value to the user and advertiser alike, resulting in impact for the client. Bravo!

The Nine Years Of Banega Swasth India Campaign

NDTV-Dettol have been working towards a clean and healthy India since 2014. The campaign has successfully completed nine seasons, with a focus on creating a holistic healthy India for each and everyone. In season 1, the campaign introduced a Swachh bus, which travelled across 350 villages in 7 states, to educate people on the importance of sanitation, toilets and proper handwashing techniques. That year, during the telethon, the campaign helped raised Rs 280 crores to build and maintain toilets across India’s villages.

In season 2, the campaign introduced the ‘Swachhata Ki Paathshala’ with campaign ambassador Amitabh Bachchan and created a Hygiene Curriculum to encourage children to follow proper hygiene from a young age.

In season 3, the campaign focused on personal hygiene, and the idea of each individual being responsible for keeping their immediate surroundings clean, which led to the introduction of #Mere10Guz initiative.

In season 4, the campaign retained the agenda from previous seasons at the core, in addition to focusing on clean, compost and waste segregation.

In season 5, the focus moved to air pollution and the campaign created a clean air agenda with the help of doctors and experts. Another pivot was the conversation around manual scavenging and the efforts to eradicate it.

In season 6, the campaign expanded its horizons and Swachh became Swasth. The focus in that season was on healthy mothers, healthy children, and nutrition for all. The campaign also curated and distributed a medically approved ‘Swasth Kit’ for mothers & infants during the critical 1,000 days.

In season 7, the campaign moved ahead and identified the three pillars of a healthy nation – health, sanitation and hygiene, and environment. In the immediate aftermath of the COVID outbreak, with regular handwashing declared the best bulwark against Coronavirus, the wheel came full circle on the conversations around hygiene practices that Banega Swachh India had started right from the first year.

In season 8, the campaign shifted its focus on the inter-dependency of humans and the environment, and of humans on one another, with the agenda of One Health, One Planet, One Future – Leaving No One Behind. As the COVID-19 pandemic made it clear that for one person to be healthy, everybody needs to be healthy, Season 8 highlighted the need to take care of, and consider, everyone’s health in India – especially vulnerable communities – the LGBTQ population, indigenous people, India’s different tribes, ethnic and linguistic minorities, people with disabilities, migrants, geographically remote populations, gender and sexual minorities. It also focused on many key areas like Leaving No One Behind; 75 years of health, hygiene and nutrition in India; The Nutrition Story Post COVID-19; Pandemic and its challenges; Hygiene and Germs; Self-Care; Mental Wellbeing; Adolescent Health & Gender Awareness; Science & Health; Environment & Health and Reckitt’s Commitment for a better future.

In the ninth year of the campaign, the focus was on creating a holistic healthy India for each and everyone with the overall agenda – Lakshya Sampoorn Swasthya Ka. The season saw experts, innovators, social health care workers, doctors and artists coming together to talk about how together we all can build a healthier India.