With the Modi government set to launch Swachh Bharat Mission on October 2, officials in the Information and Broadcasting ministry are working overtime on a "360 degree" multi-media publicity blitz to create awareness about cleanliness and motivate people.
Officials said that to create a momentum for the campaign for cleanliness, the ministry through its various wings is planning several audio visual clips, jingles, contests, ads for print media, Internet, digital cinema, radio, TV and community radio to generate the content for publicity.
The ministry also wants private TV and radio channels, digital media, film sector and others to participate in its awareness drive and I&B secretary Bimal Julka held the first in this regard with stakeholders today.
"It is going to be a massive but focused campaign. Attempts are being made to rope in celebrities and popular figures so that they can spread the message of a 'swacch Bharat'. The best lyricists and ad makers are being approached for the creation of content," an official said here.
Sources said a media strategy is being worked out and it is being considered that the print ads will be released on October 2, the launch day of the Swachh Bharat Mission, while audio-visual clips of durations from 30 seconds to 90 seconds will then follow.
"The emphasis in the publicity campaign is on 'kartavya bhaav' or a sense of duty towards cleanliness. The government also wants the private sector to take interest in creating awareness for this movement," one of the sources said.
It is learnt that in the meeting, Julka asked representatives of private channels and other media, to suggest ideas or work on ways in which the message can be disseminated effectively.
During the meeting, it was also suggested that actors of popular soaps could be requested to disseminate the 'swacch Bharat' message. It was further suggested that some of the steps I&B ministry had taken to create widespread publicity for its digitisation drive earlier, could be replicated.
