MSP Case Study
Mission Swachhta Aur Paani
Overview
- Was a sanitation awareness campaign in India by Harpic and News18
- Aimed to normalize discussions on proper toilet habits
- Reached millions and united leaders from various sector
Highlight of the Series
- Advocated for equal access to clean toilets for all genders, abilities, castes, and classes
- Emphasized that sanitation is a shared responsibility
- Aligned with the 10th anniversary of Prime Minister Narendra Modi's Swachh Bharat Mission
- Supported the goals of Swachh Bharat and the UN's Sustainable Development Goals
- Hosted an 8-hour telethon on World Toilet Day
- Aimed to mobilize Indians for better sanitation
Campaign History
Launched
2019
Aimed to inspire
behavioural change and foster
a lasting
commitment to
cleanliness
among people
National Alignment
India's Swachh Bharat Mission
Global Alignment
United Nations' Sustainable Development Goals
Impact and Research
Network Utilization
Leveraged the
extensive reach of Network18
Broadcast Reach
Spanning 14 channels ,
Available in 15 languages ,
Covered 26 states
Audience Reach
Reached over 69 crore (690 million) individuals monthly through television. Digital channels reached millions more
ZCYPHHER'S PRODUCTION FOR MISSION SWACHHTA AUR PAANI CAMPAIGN
SPECIAL SEGMENT OVERVIEW
- Documented stories of toilet cleaners, rag pickers, and recyclers.
- Shot across India, highlighting the most inspiring individuals from different regions.
- Aimed to appreciate cleaners helping India lead a cleaner and healthier life.
Pre - Production
and Field Research
Teams Involve
2 teams traveled across
India over
2 months
One team covered the
North, the
other the South
Audience Reach
Visited 36 cities and 4 Union Territories
Lead Generation
- Initially had only 5-6 leads
- Remaining stories were sourced by visiting public toilets and municipal corporations
Challenges
- Difficulty finding subjects due to social stigma and legal restrictions
- Language barriers required translators
- Adapted client-provided questions for relevance
Subjects Featured
- Sanitation workers facing health risks
- Transgender cleaning groups
- Award-winning activists with unique and compelling stories
Production Execution
Output
Output Produced a total of 40 films
Team Composition
Each team had a photographer
and a videographer
Timeframe
Each story was researched,
finalized,
and shot in 3 days
Content Focus
- Covered diverse roles in sanitation (e.g., toilet cleaners, recyclers)
- Highlighted subjects working in hazardous conditions but persevering for their families
Logistical Challenges
- Extensive travel, sometimes up to 36-hour trips
- Difficult access to remote regions
- Relied on local transport
Post - Production
Work Flow
- All post-production handled by Zcyphher Films
- Footage sent via cloud immediately after each city's shoot concluded
Editing Schedule
Tight schedule with each story
edited within 2 days after shooting
Language Adaptation
Content dubbed in Hindi and English.
Broadcast Details
Broadcast exclusively on Network 18 for 6 months
Key Takeaway
The demanding production highlighted the logistical, social, and emotional complexities of documenting sanitation challenges across India
Emphasized the importance of acknowledging and appreciating the efforts of sanitation workers
Impact and Reach
Broadcast Coverage
- 14 channels on Network18 network
- Spanned 26 states across India
- Available in 15 languages
- Reached approximately 69 crore (690 million) viewers each month
Social Media Engagement
Generated millions of impressions through social media campaigns
The campaign primarily focused on promoting positive sanitation,
hygiene knowledge, and toilet behaviours among children and families