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Swasth Bharat Champ Loyalty Card Program: Turning Hygiene Fun, Rewarding, And Digital
New Delhi: For more than a decade, the ‘Dettol Banega Swasth India’ (DSBI) campaign, by Reckitt and NDTV, has been at the forefront of advancing public health nationwide. Launched in 2014, the initiative has since grown into a movement dedicated to promoting hygiene, health, and overall well-being. Since its inception, DBSI has positively impacted over 24 million children through school-based interventions. The campaign has also helped reduce absenteeism, improve hygiene behaviours and raise community awareness.
Building on this legacy, the Swasth Bharat Champ Hygiene Loyalty Card Program has introduced India’s first child-centric hygiene loyalty card. This innovative program is designed to transform hygiene learning for students aged 6 to 14 by combining a fun, child-safe mobile App with a CRM. It turns daily hygiene education into measurable engagement using coins, badges, avatars and rewards.
Also Read: Bridging Care Gaps With Dettol Banega Swasth India Maternal and Child Health Tech Accelerator
With its potential to reach about 40 million children across India’s 1.4 million schools, the Swasth Bharat Champ Hygiene Loyalty Card Program represents a transformative approach to hygiene education. By motivating students through playful engagement, providing real-time insights and ensuring auditable outcomes, this initiative builds strong hygiene habits.
Monthly rewards of Swasth Bharat Champ Hygiene Loyalty Card Program
Students access the App by scanning the QR code on their Swasth Bharat Champ Hygiene Loyalty Card. The QR code is only used to download the App; student identities, schools and classes are pre-uploaded in the CRM. This ensures accurate cohorts and leaderboard placement. At first-time login, students select their language and provide parental/guardian consent via OTP verification, meeting compliance and child safety standards.
The loyalty card program addresses long-standing challenges in school hygiene campaigns. Low motivation, fragmented task tracking, limited proof of impact, and complex reward distribution are replaced with structured workflows, bilingual accessibility and transparent analytics.
Features of Swasth Bharat Champ Hygiene Loyalty Card Program:
- Unified Digital Ecosystem: Seamless integration of the student App and CRM for content, tasks, rewards, logistics and reporting.
- Role-Based Management: Secure dashboards for students, coordinators, project managers, and leadership, each with tailored workflows.
- Gamified Learning and Loyalty: Students earn Swasth Coins, badges, and milestone rewards. They can spin the wheel for surprises and share achievements with peers.
- Bilingual Accessibility: Full support in English and Hindi for App, notifications, certificates and CRM exports.
- Gamified Task Orchestration: Centralised creation and scheduling of hygiene tasks with verification rules and playful progress loops.
- Leaderboards and Positive Recognition: Privacy-safe leaderboards at class and school levels encourage healthy competition.
- Reward and Fulfilment Management: Complete lifecycle tracking from wallet management to milestone verification, dispatch and proof-of-delivery.
- Real-Time Sync: Offline-resilient event delivery ensures reliable updates between the App and CRM.
- Analytics and Impact Reporting: Interactive dashboards track engagement, completions, coin distribution and reward pipelines.
- Security and Compliance: OTP login, parental consent, encryption, audit logs and child data protection alignment.
- Scalable Cloud Architecture: Flutter App with cloud services supports millions of students nationwide.
- Operational Governance: Maker-checker workflows, immutable audit trails and standardised reconciliation ensure program integrity.
The program is currently in phase 1, with Reckitt and its civil society partners enrolling over 5,000 students from DBSI-registered schools.
A look at the key features of Swasth Bharat Champ Hygiene Loyalty Card Program
There are about 100 scientifically defined hygiene actions for students, based on five pillars framework:
- Personal Hygiene: Wash hands for 20 seconds, maintain a hygiene diary and keep fingernails clean.
- Hygiene at Home: Empty trash bins, create handwashing posters and list germ-spread surfaces.
- Hygiene During Illness: Cover coughs/sneezes, avoid sharing personal items, create a “sick day box.”
- Hygiene at School: Maintain a personal hygiene kit, wash hands before meals and avoid sharing utensils.
- Hygiene in Community: Participate in clean-up events, role-play as “germ detectives” and create awareness posters.
There will be monthly rewards, milestone recognition and an annual celebration track progress on a child-safe digital platform, fully aligned with safeguarding policies. A gamified engine rewards students with Swasth Coins, prizes, milestone achievements, spin-the-wheel surprises and social recognition on class and school leaderboards.
The program supports UN SDGs: 3 (Good Health and Well-being) and 17 (Partnerships for the Goals).
Swasth Bharat Champ Hygiene Loyalty Card Program benefits
The Loyalty program uses a data-driven behaviour tracking system with unique digital identities, real-time monitoring, and scientific verification through coordinator visits. Reporting and analytics allow coordinators, project managers, leadership and admins to track school-wise engagement, student progress, milestone completion, reward pipelines and operational metrics.
Reaching out to millions of children with one message: Hygiene
NDTV – Dettol have been working towards a clean and healthy India since 2014 via the Banega Swachh India initiative, which in its Season 10 is helmed by Campaign Ambassador Ayushmann Khurrana. The campaign aims to highlight the inter-dependency of humans and the environment, and of humans on one another with the focus on One Health, One Planet, One Future – Leaving No One Behind. It stresses on 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. In a world post COVID-19 pandemic, the need for WASH (Water, Sanitation and Hygiene) is reaffirmed as handwashing is one of the ways to prevent Coronavirus infection and other diseases. The campaign will continue to raise awareness on the same along with focussing on the importance of nutrition and healthcare for women and children, fight malnutrition, mental well-being, self-care, science and health, adolescent health & gender awareness. Along with the health of people, the campaign has realised the need to also take care of the health of the eco-system. Our environment is fragile due to human activity, which is not only over-exploiting available resources, but also generating immense pollution as a result of using and extracting those resources. The imbalance has also led to immense biodiversity loss that has caused one of the biggest threats to human survival – climate change. It has now been described as a “code red for humanity.” The campaign will continue to cover issues like air pollution, waste management, plastic ban, manual scavenging and sanitation workers and menstrual hygiene. Banega Swasth India will also be taking forward the dream of Swasth Bharat, the campaign feels that only a Swachh or clean India where toilets are used and open defecation free (ODF) status achieved as part of the Swachh Bharat Abhiyan launched by Prime Minister Narendra Modi in 2014, can eradicate diseases like diahorrea and the country can become a Swasth or healthy India
