Swachh Bharat Week: Sachin, Amitabh lead promotional videos

NEW DELHI: A series of promotional videos promoting the idea of constructing toilets in every household in the country was released by the prime minister Narendra Modi. The government is celebrating the Swachh Bharat Week, from September 25- October 2.

While the movement through promotions is led by the renowned cricketer Sachin Tendulkar, the first message on video has been given by the megastar Amitabh Bachchan. The advertisement campaign has been launched by the ministry of drinking water and sanitation.

The Big B points out that over 70,000 households have already adopted the idea of constructing a toilet in their homes, and thereafter he encourages all villages to follow suit.

There are more than one video with Sachin Tendulkar, and various social workers who are actively involved in this task. In fact, Modi, in a tweet, lauded Tendulkar for his involvement in this task to make India defecation-free and for his ‘wise words’.

Narendra Singh Tomar, minister of rural development, drinking water & sanitation and panchayati raj, said that the ministry has galvanised its BCC (Behaviour Change Communication) and IEC (Information Education Communication) mechanisms to make the advertisements more people-centric. He stressed that it was necessary because IEC/BCC were core interventions for behaviour change and citizen engagement.