60 million hits for Swachh Bharat Campaign on Social Media

This year when India celebrated its 67th Independence Day, Hon’ble Prime Minister Shri Narendra Modi announced his vision of ‘Swachh Bharat’ - a mega drive to sanitize the country by 2019. During his address to the nation, he urged the corporates and citizens alike to come forward and contribute towards realizing this dream. In line with Hon’ble Prime Minister’s vision, RB-in partnership with NDTV, launched ‘Banega Swachh India’ campaign committing INR 100 Crore towards the cause.

A campaign of such magnitude needed a compelling voice, one which is relatable and has the power to motivate the nation. In order to achieve that, the team signed-on the superstar Mr. Amitabh Bachchan as the campaign ambassador. With Mr.Bachchan’s support and round the clock dedication of an enthusiastic team, ‘Banega Swachh India’ campaign took off on the eve of the birth anniversary of The Father of the Nation.

It was now important to take the campaign to the people of the nation and hence, came to life the ‘Swachh Express’ – a bus which travelled to 400 villages across eight states, educating people about health, hygiene and sanitation practices.  With the bus on the move it was time to take the campaign social and spread the word through a digital campaign, completely executed and conceptualized by Interactive Avenues.

“Banega Swachh India is a great cause and it gives us immense pleasure in contributing towards the vision of our Hon’ble Prime Minister. When you take up a task as big as this where youth is involved, digital and especially social media has a very important role to play. Hence, we formulated our strategy around the reach and synergy of social media platforms to ensure maximum impact.” said Mr. Shashi Sinha, CEO, IPG Mediabrands.

An extensive blogger campaign was launched to amplify the message and 4 lucky bloggers were given a chance to experience the efforts live by travelling on the Swachh Express and capture their experiences. One of the blogger, selected from the campaign was invited for the Cleanathon and was presented with a cheque of INR 250,000 by Mr. Amitabh Bachchan which she gladly returned to aid the cause.

Users could donate money or help spread the word by donating their social status for the cause, the campaign received over 12K statuses as donations and while all of them were special, one stood out; that was our Honourable Prime Minister himself, appreciating and donating his status for the cause.

Overall, more than 150 blogs were received, conversations on Facebook reached more than 60 million, Twitter amassed a mammoth 500 Million impressions and online donations rose to INR 22 lacs.

What we see today is just the beginning of a revolution. With commitment and dedication to the cause, we’ll continue to work for a #swachhindia till it’s no longer a dream.

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