Ever imagined a trend where an ‘Indian’ wielding a broom in his hand would become the poster boy of a campaign for a cleanliness drive. A Prime Minister, who came to power to eradicate the ‘Dirt’ of Corruption from the Indian Politics, has also taken up the humongous task by heralding ‘Clean Revolution’ in India.
Bringing everyone on the same platform for the ‘Clean India’ Campaign requires social outreach rather than a political one. This Prime Minister is one of the most digital and media savvy leaders in the world. He has taken a page out of the Ice Bucket challenge and nominated 9 Indian celebrities to create awareness among Indian followers and spread the message of ‘Cleanliness’. His choice has been very interesting, ensuring that the campaign reaches out to as many Indians as possible through the mass fan following of the nine celebrities that he has nominated. It is no coincidence that they all have a huge social media following. Smartphone apps, social media networks and digital media are abuzz with the ‘Clean India’ campaign and that is what the PM wanted.
With the trend of posting a selfie, don’t be surprised if you see a few pictures of youths wielding brooms. Recreating the magic of Sachin Tendulkar, Modi has tried to bring the Master Blaster into the public community by nominating the most recent ‘Bharat Ratna’ to take up this daunting challenge. It is the same with the other nominated celebrities who have been equally active. Out of the 125 crore Indians, Modi has successfully managed to rope in the youth brigade into the drive through these carefully chosen nominees. As the campaign spreads its wings, more celebrities are volunteering to project awareness and ensure that the mission stays alive. Modi’s vision to see a ‘Clean India’ by 2019 has been successfully crafted, by using the social media, the presence of celebrities and thereby engaging the youth of India. And, that is really a clever move!