Reckitt, the world’s leading consumer health and hygiene company, in collaboration with over 100 partners including Jagran Pehel, Gramalaya, AJYS and Sesame Workshop India, celebrated World Toilet Day under its flagship campaign Dettol Banega Swasth India. The celebration featured India’s first indigenous muppets, KK Kitanu and Neela Jadugar, launched by Ayushmann Khurrana, as part of the campaign’s mission to educate children about sanitation and hygiene through fun and engaging methods including animated videos and comic books.
World Toilet Day, observed every year on November 19, highlights the importance of sanitation in building healthier communities worldwide. Established by the World Toilet Organization in 2001 and recognized as a United Nations Observance in 2013, the day plays a pivotal role in achieving Sustainable Development Goal 6: Water and Sanitation for All by 2030. This year’s theme, “Toilets – A Place for Peace,” highlights the importance of sustainable sanitation solutions in building a more equitable and peaceful world.
Since its inception in 2014, India’s Swachh Bharat Mission has been one of the most impactful sanitation campaigns globally. Towards its commitment to sanitation and support to the Government of India in its mission, Reckitt’s Dettol Banega Swasth India introduced KK Kitanu and Neela Jadugar—India’s first indigenous muppets—to creatively address sanitation and hygiene issues. Co-created with Sesame Workshop India and launched by brand ambassador Ayushmann Khurrana, these characters engage and educate children on the importance of hygiene and the dangers of poor sanitation.
Gaurav Jain, Executive Vice President, Reckitt – South Asia, said, “At Reckitt, we are dedicated to building a cleaner and healthier India, championing sanitation and hygiene. This World Toilet Day, we proudly celebrate the success of the Swachh Bharat Mission. In our efforts to make sanitation education more engaging for children, we are excited to present KK Kitanu and Neela Jadugar – the first indigenous muppets of their kind in India. These characters aim to creatively teach children about hygiene and sanitation. Moving forward, we are committed to expanding this initiative by training 50,000 muppeteers and making these characters accessible in all 22 regional languages of India.”
Reckitt’s Dettol Banega Swasth India campaign underscores its commitment to empowering communities through education and innovation. By scaling its muppeteer initiative and reaching millions of children across India, Reckitt continues to support the government’s efforts toward achieving a truly Swachh Bharat, contributing to a healthier and more sustainable future for all.