Reckitt Benckiser, Ministry of Urban Development announce tie-up

NEW DELHI: Consumer health and personal care maker Reckitt Benckiser and Ministry of Urban Development (MoUD) on Wednesday announced a tie-up under the aegis of the Government’s Swachh Bharat Mission campaign. The campaign focuses on encouraging citizens to use Google Maps to locate public toilets, and share their ratings and reviews after using them.

A statement issued by RB said the firm has “committed to be the behaviour change communications partner to spread awareness on the matter through the social campaign”.

The campaign will also help create a database of crowd sourced content in the form of citizen feedback, which will then be shared with urban local bodies (ULBs). “This will help ULBs take necessary corrective action to improve and maintain cleanliness and hygiene facilities. One of the expected by-products of the campaign would be a stronger partnership and collaboration between the government and public,” the statement said.

RB, maker of Dettol soap and Lizol disinfectants has been leveraging the government’s Swachh Bharat campaign, and had earlier announced an investment of Rs 100 crore for its own ‘Banega Swachh India’ campaign.

This is not the first time Google has collaborated with the Ministry of Urban Development. Late last year, both entities had joined hands for a similar exercise.