The latest Swachh Bharat campaign titled ‘Don’tLetHerGo’is now a trending hashtag. Directed by Pradeep Sarkar, it attempts to spread the message and highlight the point that ‘cleanliness is next to Godliness’. In a country like India, which is Bollywood crazy, the video strikes the right chord by featuring popular Bollywood faces like Kangana Ranaut, Isha Koppikar, Ravi Kishan and voice-over given by Amitabh Bachchan. The film has been created and conceptualised by YouTube content channel ‘Aur Dikhao’.
Their last video '11 Minutes', an anti-smoking PSA, with Sunny Leone broke all the records by garnering 4 million views in just four days.
The latest Swachh Bharat video shows a common man, who is God fearing, but also likes to litter the place like there is no tomorrow. Each of these people have a photo of Goddess Laxmi, played by Kangana, around them, and upon their littering, she disappears. It is then revealed, that the Goddess only stays where there is cleanliness. Amitabh Bachchan's voice in the end urges to maintain cleanliness, and also suggests that keeping clean shouldn't be just the Prime Minister's dream.
Social media has been witnessing a lot of conversation around this campaign with people actively sharing the video. Since the release of the video, it has broken the internet garnering one million views in just 48 hours. Prime Minister Narendra Modi further gave a fillip when he tweeted the film to his 21.8 million followers and that was followed by a slew of Union ministers spreading the message. The film is organically trending across the YouTube, Facebook and Twitter.
‘Swachh Bharat Abhiyan’- the cleanliness mission started by PM Narendra Modi on October 2, in 2014 is said to be one of the biggest ever cleanliness drives, where the PM himself was seen cleaning the roads. He exhorted every Indian citizen to dedicate 100 hours a year or about two hours a week for voluntary cleanliness work. The campaign aims to accomplish the vision of a 'Clean India' by October 2, 2019, on the 150th birthday of Gandhi.