In a bid to reshape perceptions about housekeeping professionals, SILA, a leader in facility management and real estate services, has teamed up with creative agency Schbang to introduce the ‘Sachh Hi Swachh Hai’ campaign.
This initiative calls for a shift from superficial appreciation to genuine respect for the individuals who ensure cleanliness in our daily lives.
At the core of this campaign is a compelling short film that holds a mirror to societal contradictions. It follows a corporate professional who speaks passionately about the dignity of cleanliness workers at an event, only to unknowingly exhibit discriminatory behavior in his personal life. This stark contrast triggers a moment of introspection, reinforcing the campaign’s central message—respect isn’t just about words; it’s reflected in actions.
SILA has been at the forefront of empowering facility management professionals, with over 27,000 trained employees across 125 cities in India. Through this campaign, the company aims to foster a culture where housekeeping staff are recognized not just for their work but for their intrinsic dignity as individuals.
The campaign strikes an emotional chord, encouraging audiences to align their behavior with their beliefs. It challenges ingrained biases and calls on society to acknowledge the invaluable role that housekeeping professionals play in maintaining our homes, offices, and public spaces.
Speaking on the initiative, Rushabh Vora, Co-founder and Managing Director of SILA, emphasized, “Respect should not be dictated by hierarchy. Those who maintain our spaces deserve the same dignity as anyone else. This campaign sheds light on a simple truth: their contribution is essential, and it’s time we recognize and appreciate it.”
Adding to this, Mohammed Sadriwala, Group Creative Manager at Schbang, stated, “True respect goes beyond mere words—it must be reflected in our everyday interactions. This campaign urges people to be honest with themselves about their biases and make a conscious change.”
The ‘Sachh Hi Swachh Hai’ campaign delivers a timely reminder that real change begins with self-awareness. It’s not enough to speak about respect—we must embody it through our daily actions.
