Swachh Bharat campaign featuring Bachchan, Tendulkar launched

Swachh Bharat campaign featuring Bachchan, Tendulkar launched

tendular-amitabhMinister for Drinking Water and Sanitation Narendra Singh Tomar today launched a national audio-visual campaign for the Swachh Bharat Mission (Gramin). The advertisements launched features Swachh Bharat official brand ambassadors, Bollywood megastar Amitabh Bachchan and cricket legend Sachin Tendulkar. At the launch, Mr Tomar said his Ministry had fully galvanised its IEC (Information Education Communication) and BCC (Behaviour Change Communication) mechanisms to make the advertisements increasingly people-centric. He stressed that this was very essential because IEC/BCC were core interventions for behaviour change and citizen engagement. The Minister expressed special gratitude to Mr Bachchan and Mr Tendulkar for playing a crucial role in the success of the mission by publicly lending their support through the advertisements launched today. Responding to a query, the Minister said the commitment of Mr Bachchan and Mr Tendulkar to sanitation and Swachh Bharat was unquestionable and complete. Despite their busy schedules, they had taken time out to not only actively conceive and shoot the advertisements, but also made appearances at various Swachh Bharat events to encourage and motivate grassroots workers and sanitation champions, he said.


He also expressed his gratitude to development partners, UNICEF, Bill and Melinda Gates Foundation, BBC Media Action and Dettol Banega Swachh Bharat campaign for their support to the Ministry in putting together the advertisements launched today. He gave a run-through of the activities planned for the Swachh Bharat Week celebrations to commemorate the 2nd anniversary of the Swachh Bharat Mission, from September 25, Pandit Deen Dayal Upadhyay Jayanti, to October 2, Gandhi Jayanti. Mr Tomar urged the media to lend their support to the Swachh Bharat Mission by giving these activities extensive coverage. At the event, five short films that showcased real-life stories of individuals from different walks of life were also launched.


The five films, in both Hindi and English languages, could be found on the Ministry’s YouTube channel at the following link:http:it.ly/2a3sDul Speaking about the upcoming event, INDOSAN (India Sanitation Conference), the Secretary, Ministry of Drinking Water and Sanitation, Parameswaran Iyer, said that INDOSAN would be an annual joint event by the Ministry of Drinking Water and Sanitation and the Ministry of Urban Development. To be inaugurated by the Prime Minister Narendra Modi, the event would be an occasion to take stock of the progress made so far in two years of Swachh Bharat, and to look at the road ahead. The event would also be a critical platform for getting key stakeholders to re-dedicate themselves to achieving Swachh Bharat by October 2, 2019.

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