Your Karma is the reflection of your own deeds!
I remember my childhood days when early in the morning my mom used to take the broom and start sweeping all corners of the house, garden area and some area just outside the gate. One day I asked her why you only sweep the area just outside the gate? While other neighbor’s never take the pain in doing so..!! she replied in a very polite and sarcastic way, “son even a dog clean the surrounding where he sits and we are humans!!” though it take some time to understand but what I understood lately was that “journey to hundred miles start with single step” any initiative requires a single step to start off and to clean up the society, you have to make your hands dirty.
Human race are the biggest consumer of natural resources and the biggest polluters also, so to make“dirt free society” every individual has to take the responsibility to act responsibly, behave responsibly and create a shared value to educate others “To Act Responsibly”. On our 68th Independence day, honorable prime minister announced in his visionary speech “to make India a cleaner nation” by 2019 to mark the 150th birth anniversary of Mahatma Gandhi.
On 2nd Oct 2014 much awaited the country’s biggest-ever cleanliness drive which is expected to cost over Rs.62,000 crore, “Swachh Bharat” mission was launched ascertaining that the mission is “beyond politics” and will be inspired by true patriotism.
In my opinion “What makes clean India campaign unique” is the amalgamation of marketing strategy, leadership, timing of the initiative, mass movement. According to the Charity Water Aid less than a third of India’s 1.2 billion people have access to sanitation and more than 186,000 children under five die every year from diarrheal diseases caused by unsafe water and poor sanitation. The resulting diseases and deaths cause major economic losses, World Bank report in 2006 estimated that India was losing 6.4 percent of GDP annually because of poor access to sanitation. So in my opinion this was the best timing of the initiative to start of the campaign under the strong leadership of honorable Prime Minister of India which concentrated over the critical issue such as health and sanitation, in his vision he pledged building toilets a priority and every household will have a toilet by 2019.
“Swachh Bharat” mission involved very strong marketing mix techniques as many organizations came forward to contribute to the campaign. Two major corporate – Tata Consultancy Services and Bharti Foundation announced a total expenditure of 200 crore contribution for government’s “Swachh Bharat” campaign. Orintal bank of commerce was the first to earmark Rs.2 crore to construct over 200 toilets for girls and boys in government primary school in villages. Many celebrities such as Sachin Tendulkar, Priyanka Chopra, Kamal Hasan, Salman Khan and the entire team of the daily soap opera ‘ Tarak Mehta Ka Ulta Chasma’ joined the campaign, politicians and bureaucrats such as honorable President of India,Anil Ambani, Shashi Tharoor, Goa Governer Mriduala Sinha, Baba Ramdev, to have agreed to contribute in the “Swachh Bharat” mission. Various “Selfie” by the stars with broom in the hand including Sachin Tendulkar, Amir Khan Tweet, Baba Ramdev accepting the challenge, Priyanka Chopra accepting the #CleanIndiaCampaign and various other posts, comment and shares has created a mass buzz among the masses for the “Swachh Bharat” campaign.
So in my opinion the apt timing of the initiative under a great visionary leader by amalgamation of strong marketing mix has created a mass movement in which School, Colleges, Government Offices, Private organizations, civil society organizations, single individuals all are being impacted.
We are a nation full of people who live in lavish homes and belong to educated family, we bathe twice a day, but take pride in littering public spaces, spitting on the walls, dumping garbage, urinating and defecating in open & public areas, because those spaces are not “OURS”. That’s why I mentioned the headline “Your karma is the reflection of your own deed”, individualistic mindset and lack of civic consciousness makes our country a land of private cleanliness and public filth. If we can fine people for exceeding the speed limit or not wearing a helmet why can’t we fine litterers and despoilers of public spaces on the same grounds?
I would like to conclude that to make this campaign a huge success what require is to educate people about public hygiene which must start in school level and be penetrated into the minds of adults through information campaigns, urging people to behave socially responsible person, warnings – as well as fines and punishments for willful disobedience. Let’s take a pledge that together we can see#CleanIndia.
By – Anand Kumar
Deputy Manager – Media Campaign