Swachh Bharat – A Fashionable Tag

Swachh Bharat, meaning Clean India, has become a very fashionable tag in India these days and big organizations use it indiscriminately to gain publicity. Minor cleaning up activities that  ought to be done quietly are now being done with a lot of media coverage and labelled as ‘Swachh Bharat’ this or that.

Take a look at the photograph below. I clicked it on 24 June 2016 outside the EIL (Engineers India Ltd.) building at Bhikaji Cama Place, Delhi. Under normal circumstances, it would have looked like just another routine sprucing up activity undertaken by EIL’s Admin. Department and I would have walked by on my way to my office without even taking a second look. But the signboard with words ‘Swachh Bharat’ seemed to give the activity an air of urgency and great significance, and that too from a national point of view.

The fact that I stopped to take a picture and later spent some time on writing this article demonstrates that EIL’s publicity agents have been quite effective.

Already something as trivial and personal as going to a toilet is part of the ‘Swachh Bharat Abhiyan’ (Clean India Initiative).



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