CE DESK 
India has made cleanliness a higher priority in recent years thanks to programs like the Swachh Bharat Mission and the annual Swachh Survekshan survey, which ranks cities based on how clean and sanitary they are. In this spirit, Hindustan Unilever’s brand Vim has started a special campaign just for the best Swachh Survekshan cities to celebrate and promote cleaner living in cities.
What does Swachh Survekshan mean?
The Ministry of Housing and Urban Affairs started Swachh Survekshan, which is India’s biggest cleanliness survey. It looks at thousands of cities on things like how well they handle solid waste, whether they are open defecation-free, and what citizens think. The program not only encourages competition, but it also gives civic groups a reason to come up with new ideas and keep public health and hygiene at a high level.
Vim’s Campaign Highlights
Vim’s campaign is a thoughtful tribute to the cities that came in first in the Swachh Survekshan 2024-25 rankings. These cities include cleanliness champions like Indore, Navi Mumbai, Surat, and Ahmedabad, Bhopal, and Lucknow, which did well. Vim is giving residents of these cities special discounts on its Ultrapro Floor Cleaner products. This makes it easier for people to keep the cleanliness standards that earned these cities their awards.
The new Vim Ultrapro Floor Cleaner uses biodegradable polymer technology and probiotic actives to kill germs while also being good for the environment. The campaign’s message, “Cleanliness begins at home,” fits perfectly with this new product.
Engaging people through many channels to boost civic pride
Vim’s campaign is using a lot of different media, like radio spots, outdoor ads, and digital media, to reach people in the city and get them involved in making the environment cleaner. By recognising citizen involvement and municipal work, Vim actively encourages people to keep their commitment to cleanliness every day.
Why This Campaign Is Important
Waste management, pollution, and public health risks are becoming more and more of a problem in urban India. Not only do corporate campaigns like Vim’s raise awareness, but they also help grassroots efforts by making it easier for people to keep their homes clean. Vim makes hygiene a shared responsibility by linking a product launch to a social cause. This helps build community ties.
Also, the campaign is part of a bigger trend among FMCG brands in India to make sustainability and social impact a big part of who they are. This builds trust and loyalty among customers who expect brands to do good things for society.
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