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Team ‘Tarak Mehta’ takes the ‘Swachh Bharat Abhiyan’ to digital

The team from the show is one of the nine notable public figures chosen by the PM to make this initiative go viral

Sarmistha Neogy | Mumbai | November 27, 2014


The team of SAB TV’s ‘Tarak Mehta Ka Oolta Chashma’ (TMKOC) is leveraging its huge fan-following and taking the PM’s ‘Swachh Bharat Abhiyaan’ (Clean India Campaign) onto the digital space. The team of from the show is one of the nine notable public figures chosen by the PM to make this initiative viral. The others in the list are Mridula Sinha, Sachin Tendulkar, Baba Ramdev, Shashi Tharoor, Anil Ambani, Kamal Hasan, Salman Khan and Priyanka Chopra.

On digital, TMKOC team has launched a contest with the aim to involve viewers and fans to take up the initiative for a clean and healthy India. To participate, all one has to do is log on to the website and share images of their contribution to the campaign. If one’s surrounding is unclean, one can take a picture and upload it to the website’s iSee section. The website urges users to clean their surroundings, take a picture during the act and upload it to the iClean section. After their surroundings are clean, users can take a picture and upload it to the iMakeMyIndiaClean section. Winners stand a chance to be felicitated by their favourite TMKOC stars in Gokuldham.

Commenting on the initiative, Asit Kumarr Modi, Producer and Creative Director, TMKOC, said, “We were invited by PM Modi as one of the first nine Indians to start the chain for his Clean India Campaign. As the first initiative, we have already inspired the audience via the show, wherein our characters had not only cleaned their own society but had also visited adjoining slum areas to educate the inhabitants about the importance of cleanliness and the processes required to achieve it. After television, the second best medium to reach a larger base is digital. Today, everybody has a smartphone. It has become affordable. So, clicking a picture and uploading it is extremely easy. Hence, this digital campaign is the second leg of our initiative.”

He hopes to inspire youngsters to join the movement through this digital initiative. “India is a young country and digital is the youngsters’ medium. If we can cultivate the habit of cleanliness and hygiene in them, we can hope for a better and healthier India. We all know that messages given by celebrities have better impact than one’s own parents. So, we are using the platform of TMKOC to educate and inspire our fans and youngsters not to litter all around and also maintain a vigil against the offenders. The responses from the show are extremely good and since we have just started with the digital campaign, it will take some time to get the actual responses,” he explained.

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