*Ph. D. in Marketing, Deptt. Of Commerce, D.S.E. University of Delhi
Assistant Professor, Hans Raj College, DU
Online published on 20 September, 2016.
India has always faced the plethora problem of lack of sanitation facilities made available to its citizens in rural and urban areas. Though past governments have also worked for the cause, but current Prime Minister Narendra Modi has made sanitation the flagship programme of the Government of India through Swachh Bharat Abhiyan. His vision for Swachh Bharat or Clean Indian by 2nd October 2019 requires not only Centre-State partnership but also public-private partnership. Multipronged strategy has been put in place to achieve the results. Response of the citizens in general is overwhelming to associate with the programme. Innovative ways of campaigning have been used by the government to mobilize the youths in the programme. Yet the major concern that remains is the effective implementation and accountability at each level to ensure that Swachh Bharat Abhiyan yields result and not merely a paper programme.
Swachh Bharat Abhiyan, public-private partnership, innovative media campaign, implementation and assessment