HUL launches ‘A Playing Billion’ campaign

Helping children lead healthier lives

HUL launches ‘A Playing Billion’ campaign

Not just profits but purpose drives our brands. Launched in 2015, Swachh Aadat Swachh Bharat (SASB) is a behaviour change programme promoting good health and hygiene practices.

According to multiple reports, one-third* of India’s children fall ill repeatedly. This can be easily prevented by adopting three simple hygiene habits such as washing hands with soap, drinking clean water and using a clean toilet.

To address the issue of repeated illness, Kajol Devgn our SASB programme advocacy ambassador and a renowned film actress launched a new campaign called ‘A Playing Billion’.

The campaign puts a spotlight on the issue through a heart-breaking film showcasing a group of kids who miss out on the simple joys of their childhood due to repeated illness. The new campaign aims to create awareness about the three simple hygiene habits.

Through this initiative, we call on the citizens of our nation to come forward, be a part of the cleanliness movement and teach the three simple but life-changing hygiene habits to all those who need it. Watch the film ‘A Playing Billion’: (

Kajol Devgn, Advocacy Ambassador of Swachh Aadat Swachh Bharat said:

“Health and sanitation have always been a major concern for India, especially for children. As a mother who understands the importance of hygiene, I am honoured to be associated with the Swachh Aadat, Swachh Bharat campaign to help make a difference. My sincere appeal to the nation is to take up the cause personally, and spread the message of this powerful campaign. I am confident that together we can achieve a ‘Playing Billion’ for India.”

Sanjiv Mehta, CEO and Managing Director, Hindustan Unilever Limited said:

"Given the scale and complexity of water, sanitation and hygiene challenges in India, large companies like HUL have a key role to play in addressing the same. We believe that it is through our ‘Swachh Aadat Swachh Bharat’ campaign that HUL can support the Government’s Swachh Bharat Abhiyan. More than 90% of households in India use HUL products. This gives us an opportunity and a responsibility to make a meaningful difference. Our knowledge & expertise in changing behaviours over the years, puts us in a unique position to drive the behaviour change agenda in the country."

An appeal to the nation

We at HUL appeal to the citizens of our country to join us in the Swachh Aadat, Swachh Bharat (SASB) campaign and take a pledge to be a part of the Clean India movement. Each one of you can become a ‘Swachhata Doot (messenger of change)’ for your community and make a difference to the life of those living around you.

Here’s how you can be a messenger of change

It takes just 15 minutes of your time to be a ‘Swachhata Doot (messenger of change)’ and help a child live a healthier life. All it asks of you is a bit of your time to talk to and teach the three simple hygiene habits.

Know how you can start your journey to be a Swachhata Doot. (

(*Based on independent studies and data sources relating to children ages 0-5)

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