Reckitt’s Dettol Banega Swasth India (DBSI) campaign played a key role at the Maha Kumbh Mela 2025, engaging over 500 million devotees over 45 days. DBSI led a large-scale hygiene movement, integrating cleanliness, health, and tradition into the pilgrimage experience. The campaign reached all 25 sectors of the Mela, covering 4,000 hectares, and facilitated 72 billion handwashing occasions. It also distributed millions of soaps, provided training and resources to sanitation workers, and ensured hygiene in temporary settlements.
As the first-ever Digital Kumbh, DBSI introduced AI-powered tools like the Hygieia WhatsApp Chatbot and game, offering pilgrims real-time hygiene information in multiple languages. Cultural activities and social media amplified hygiene awareness. In collaboration with the Uttar Pradesh Government and various partners, DBSI’s efforts contributed to a healthier and cleaner Mela experience.
DBSI’s impact extended beyond the event, focusing on long-term hygiene practices and supporting India’s vision of Viksit Bharat @ 2047. Reckitt’s commitment to public health at such a large scale set a new benchmark for hygiene at major religious gatherings.