Swachh Bharat Abhiyan (Clean India Mission) is a nationwide initiative launched in 2014 to clean India’s streets, parks, and public spaces. Introduced by Prime Minister Narendra Modi, it is the largest cleanliness drive the country has ever undertaken—aimed at instilling a deep sense of accountability in every citizen.
Most public places and landmarks in India are named after people.
To inspire accountability, we urged the namesakes of these well-known figures to take ownership of the places that shared their names—and in doing so, champion the Clean India Mission.
The film cleverly reframed iconic landmarks by turning them personal: Marina Beach became Marina’s Beach, Chandni Chowk became Chandni’s Chowk, and so on. Spanning landmarks across all four corners of the country, the narrative transformed public spaces into personal responsibilities.
The film culminated with citizens taking a collective oath to keep India clean, reinforced by an address from Prime Minister Narendra Modi—turning a national mission into a personal promise.
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