PM Narendra Modi directs ministers to create buzz around Swachh Bharat Mission on anniversary

NEW DELHI: Prime Minister Narendra Modi has directed his ministers to create a buzz around Swachh Bharat Mission as his pet project completes a year on October 2.

The first year anniversary of the cleanliness initiative would see a whirlwind of activity including an ad blitzkrieg, walkathons in states, awards to best performing cities and events with high profile ambassadors of Swachch Bharat Mission.

Modi has formed a team of ministers to plan a 17-day anniversary celebration between September 25 and October 11. The team includes Urban Development Minister M Venkaiah Naidu, Road Transport Minister Nitin Gadkari, Drinking Water and Sanitation Minister Chaudhary Birender Singh and Minister of State for Information and Broadcasting Rajyavardhan Rathore. The ministers are likely to finalise anniversary celebration plan on Wednesday.

The plan includes a massive advertisement campaign in print media and on radio and television. The ad blitzkrieg would see Swachh Bharat Mission achievements on placards and hoardings in government buildings and other public places all over India. The plan also includes appraising performance of all the states and printing the achievements in booklets. The chief ministers of states, especially BJP-ruled states, would also be roped in and encouraged to conduct walkathons with the high-profile Swachh Bharat ambassadors. The states have also been asked to rope in governors to administer the "Swachhta pledge" to government officials to keep their surroundings clean.

The Centre has also asked states to honour NGOs and volunteers for their contribution in the cleanliness programme. According to sources, the anniversary plan also includes organising visits of Swachh Bharat ambassadors to households that have constructed toilets under the scheme. This would also include interviews with women of the households on how their lives have changed with this step.

The government also plans to hold fairs and exhibitions to showcase new technologies for effective waste disposal. A senior government official told ET, "We plan to organise events in states and in the capital with Swachh Bharat Abhiyan brand ambassadors like Baba Ramdev, actor Kamal Hassan and criticketer Sachin Tendulkar."