Aaj Tak, the nation’s undisputed News leader takes the social message of cleanliness to millions by taking the Safaigiri drive to one of the world’s largest confluence of humanity – the Kumbh Mela 2015. Aaj Tak has installed special changing rooms on the Ghats of the river Godavari at the Nasik Kumbh, which in addition to being of great utility to the pilgrims also subtly spreads the message of cleanliness with an innovative approach through sensor activated musical messages. The Kumbh Mela draws millions of devotees and was hence the perfect platform to spread the PMs Initiative of Swachh Bharat Abhiyan through the Nation’s No. 1 news channel.
Aaj Tak came up with an innovative idea to provide changing rooms to the pilgrims with the message for a clean India. The entrance of these changing rooms are equipped with sensors which play the Aaj Tak “Safai ki Dhun Bathroom ko chun” jingle the moment someone enters these rooms, thereby encouraging them to use toilets rather than going to relieve oneself in the open. This civic sense can instil the need to have toilets/ bathrooms at homes which is a major issue in many towns and villages.
Commenting on the initiative, Mr. Ashish Bagga, Group CEO, India Today Group said, “Aaj Tak has led with thought leadership not just in news programming but also in being a torchbearer for society. The Safaigiri drive at the Nasik Kumbh Mela is another initiative that is intended to create a mass movement towards cleanliness. The initiative has not just created a better facility but also aims to impact the larger thought process in the backdrop of the biggest confluence of humanity with tradition. I am sure this new ‘Safai Ki Dhun’ will be taken back by the pilgrims to the many cities, towns and villages eventually creating a lasting change”.