Clean India Campaign

Swachh Bharat makes a splash on social media

Users on Twitter and Instagram respond to Modi's attempt to clean India.

Prime Minister Modi kicked off his “Swachh Bharat” campaign on Thursday, with the aim of creating a clean India by 2019. No doubt, hoping to channel a reinvigorated sense of civic virtue, Modi called on all members of society to join in on the campaign. Beyond the bureaucratic red tape of other programmes directed at public hygiene, the prime minister chose to kick-off this drive with a social media campaign in which he issued challenges to a veritable list of who’s who, urging them to join in the task of reinventing the nation's image of itself.

The diverse group included Salman Khan, Goa Governor Mridula Sinha, Baba Ramdev, Shashi Tharoor, Kamal Haasan, Priyanka Chopra, Sachin Tendulkar, Anil Ambani, as well as the cast of popular sitcom Tarak Mehta Ka Oolta Chashma.

By all accounts, many of the PM’s followers on Twitter have eagerly taken to the task, with post after post declaring support with hashtags like #MyCleanIndia, and #MyIdeaofSwachhBharat.

But while the serious task of cleaning the nation has certainly spurred solidarity, it's also given others an occasion to exhibit some humorous marketing skills as well. Aside from exclusive talk of duty and citizenship, some users sought to lend credence to the campaigns brand in their own unique ways.

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