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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

Link to the stories

In total Zcyphher produced 40 films pan India.
Mission Swachhta Aur Paan

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