The initiative is part of the channel's 'Safai Ki Dhun' drive.
Aaj Tak has initiated a 'Safaigiri drive' at the Nasik Kumbh Mela, where it has installed special changing rooms for pilgrims on the ghats of the Godavari river, and has also used sensor-activated musical messages about cleanliness. According to the channel, the Nasik Kumbh Mela draws millions of devotees and was thus the "perfect platform to spread the PM's initiative of Swachh Bharat Abhiyan."
Commenting on the initiative, Ashish Bagga, group CEO, India Today Group, says, "The Safaigiri drive at the Nasik Kumbh Mela is another initiative that is intended to create a mass movement towards cleanliness. The initiative has not just created a better facility, but also aims to impact the larger thought process in the backdrop of the biggest confluence of humanity with tradition. I am sure this new 'Safai Ki Dhun' will be taken back by the pilgrims to the many cities, towns and villages, eventually creating a lasting change."
India Today Group will also host the 'Safaigiri Singathon & Awards' - an event featuring prominent singers - on October 2, to recognise 'Clean Champions' across the country. Prime Minister Modi is scheduled to be the keynote speaker at the event.