Aaj Tak 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 PM’s initiative of Swachh Bharat Abhiyan through the news channel.
Aaj Tak came up with an 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 themselves in the open. This civic sense can instil the need to have toilets/ bathrooms in homes which is a major issue in many towns and villages.
Commenting on the initiative, 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.”
Alongside the hygiene initiative, India Today Group is also hosting the India Today Safaigiri Singathon & Awards. The Clean Champions are selected in 13 categories through a process of online entries, field work, and selection by a jury of eminent citizens. The jury members include Aroon Purie, Chairman and Editor-in-Chief, India Today Group, N R Narayana Murthy, Chairman Emeritus Infosys, Chetan Bhagat, Indian author, Rajeev Chandrasekhar, MP, Vidya Balan, Actor, Vinayak Chatterjee, Chairman, Feedback Infrastructure Services Pvt. Ltd and Bindeswar Pathak, Founder, Sulabh International.
The Safaigiri Singathon & Awards is a platform that celebrates cleanliness champions across India who are engaged in innovative work. It will share best practices in the area of cleanliness and have visionaries honouring the chosen innovators. It's the group’s attempt to motivate India to recognise cleanliness champions and learn from their example. The awards will be given in the categories of Garbage Guru, Toilet Titan, Tech Icon, Cleanest Beach Town, Cleanest Monument, Cleanest Park, Cleanest Hill Station, Community Mobiliser, Cleanest Ghat, Water Warrior, Corporate Trailblazer and Cleanest Market Place.
The event on October 02 will be highlighted by the Safai Singathon with singers and musicians performing through the day. The singers and musicians attending the daylong event include, Asha Bhosle, Kailash Kher, Daler Mehndi, Sonu Nigam, Hans Raj Hans, Papon and Udit Narayan. Prime Minister Narendra Modi is the key note speaker and will be giving away the awards. The Safai Singathon will be telecast on all four channels from the Network for over nine hours non-stop live.