The Great Wash Yatra (also referred to as The Nirmal Bharat Yatra)- was a travelling carnival, initiated by WASH United and Quicksand, that travelled 2000 kilometres across rural India and was attended by over 160,000 people, spanning 5 states, in just 45 days. The event gained extensive coverage in global media and was featured in New York Times, The Guardian, The Economic Times and several other leading publications; reaching out to over 200 million people. Partly funded by the Bill & Melinda gates foundation, this campaign was the first and only of its kind at the scale, depth, detailing and outreach anywhere in the world. Our role was to create, detail and manage the $2.2 million campaign across the country, hitting all the targets set by the foundations involved, in terms of timelines, outreach, visitor experience, content and messaging.
The event had the support of the state government as well as the support of the Cabinet Minister for the Ministry of Sanitation and Drinking Water, UNICEF, WSSCC as well as corporations like Unilever and Hindware. Using the power of Cricket and Bollywood, the event had members of the Indian cricket team and a leading Bollywood actress as its brand ambassadors.