Swachh Bharat Abhiyaan: A Campaign of Photoshop and photoshoot

Swachh Bharat Abhiyaan: A Campaign of Photoshop and photoshoot

This is the first in a series of articles planned on  Swachh Bharat Abhiyan 

Swachh Bharat Abhiyan is the brain child of our Prime Minister Mr Narendra Modi. It is one of the many schemes rolled out by him after coming to power this year and is perhaps one of the most critical one. It has been publicized far and wide. I have heard the commercials of this campaign on radio, I have seen my favorite superstar posing with a broom, I have seen my local representative coming and cleaning the locality. That truly seems to be one steller of a campaign. Even my favorite cricketer, before leaving for a cricket tournament posed for the campaign.
Sanitation is a very basic requisite which India has ignored for long. It felt good that prime minister thought it worthy to emphasize on cleanliness during his Independence Day speech. But what is disheartening is that this campaign has been carried more on Photoshop and photo-shoots than on the ground. In September this year, just a month after the launch of this campaign, Delhi high court spotted doctored photograph of roads and pavements of Dwarka wiped clean digitally. These photographs were submitted by DDA and Muncipal corporation.
Just about a month later, I came across photographs of Delhi BJP chief Satish Upadhyay. The interesting part of the story was that it depicted how garbage was littered on a sidewalk in posh Lodhi Road locality before he along with former AAP leader Shazia Ilmi cleaned it as part of a Swachh Bharat initiative. Many similar photographs caught my attention. Some in which half a dozen celebrity were rigorously cleaning equal number of leafs.
TV GRAB/FOCUS TV
 This campaign might have been started with noble intentions but these incidents have made me think if this swachh bharat abhiyaan is just a media gimmick. An initiative like this is the need of the hour. But what if it never reaches to ground. It’s good that so many people are endorsing this campaign. But I would like to request all to join this campaign only if they are internally motivated. Those doing this just for some media publicity must be highly criticized. Cleanliness is the core value that even father of our nation preached and practiced even before he endorsed the cause of freedom. To make a mockery of this is a disrespect to the nation itself.
Also, I believe that Swachh Bharat Abhiyan has to trickle down to personal hygiene, where everyone strives to keep himself clean first and his surrounding thereafter. The success of this campaign would depend on our participation. This is not a regular government scheme, where we would sit back and wait for government to reach to us. If this scheme fails, we collectively fail, both the government and the citizens.
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