New Delhi: FMCG major RB would spend Rs 100 crore in next five years in creating awareness about the importance of hygiene and sanitation and has roped in Bollywood mega star Amitabh Bachchan as a face of the campaign.
The company, formerly known as Reckitt Benckiser and makers of famous antiseptic brand 'Dettol', would run a pan India campaign in next five years and plans to reach out 2,000 villages under 'Dettol - Banega Swachh India' campaign.
"We are supporting a big national cause. With this campaign, Dettol is reaching children, young people and mothers telling about public hygiene," RB India Managing Director Nitish Kapoor told PTI.
Many corporate including Bharti, TCS, ITC, HUL, Aditya Birla Group have come ahead following the call of Prime Minister Narendra Modi to India Inc to join 'Clean India' campaign.
According to Kapoor, it is a good opportunity for the private enterprises to participate in such a national cause.
"We would support infrastructure for construction and maintenance of toilets and hand wash facilities," he said, adding that RB has selected some NGOs as its partner in it.
The company would focus on four aspects -- behavioural change in social practice, to spread the message with social media, to partner with NGO and develop innovative products.
"In the next three months, we would cover around 400 villages of Haryana, Rajasthan, UP, Bihar, Jharkhand, Chhattisgarh, MP and Maharashtra," Kapoor added.
