Swacch Bharat - Marketin Research

SWACHH BHARAT ABHIYAAN
MRIS Project Report
Group 5
Ajay Paladugula
Devashish Kumar
Mettu Goutham
Siddharth Chopra
Vamsi Manne
Zaigham Ali Khan
Acknowledgement
It is not possible to prepare a project report without the assistance & encouragement of
other people. This one is certainly no exception.
We sincerely appreciate the inspiration, support and guidance of all those people who have been
instrumental in making this project a success. Without their active cooperation, help &
encouragement, we would not have made headway in the project. At this juncture we feel deeply
honored in expressing our sincere thanks to Prof. Anand Kumar Jaiswal for giving us this
opportunity to work on Swachh Bharat Abhiyan. We extend our gratitude to Anubha Pal and
Rajeev Sharma (Academic Associates) for their conscientious guidance and encouragement to
accomplish this assignment. We are ineffably indebted to all the participants in FGDs, In-depth
interviews and Questionnaire for providing valuable insights leading to the successful completion
of our project.
We express our gratitude to Indian Institute of Management, Ahmedabad for arranging this
Project. Any omission in this brief acknowledgement does not mean lack of gratitude.
Sincerely
Group-5
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Executive Summary
Swachh Bharat Abhiyaan is a national campaign to clean India. The current Government, with an
aim to keep our country clean, launched the Swachh Bharat Abhiyan. This market research
project is aimed to understand the effectiveness of Swachh Bharat Mission, its communication
strategy, and to develop a communication strategy to further enhance its effectiveness. The
following research problems are identified in the project:
To determine the public perception about Swachh Bharat Abhiyaan.

To determine the primary reasons for previous cleanliness drives not becoming more
successful.
To determine the effectiveness of communication strategy of Swachch Bharat Abhiyaan.
To suggest measures that increase participation & effectiveness of Swachh Bharat drive.
After the initial literature survey and secondary research, focus group discussions and in-depth
interviews were conducted for exploratory research. A total of 3 focus group discussions were
conducted, one at IIM Ahmedabad, one at Alpha One Mall and one in a colony near Vastrapur.
The discussions were moderated to gain understanding of the peoples perception.
Simultaneously, 10 in-depth interviews of people were conducted to get information about
peoples awareness and satisfaction towards Swachh Bharat Mission. The respondents belonged
to different demographics such as students, business man, employee of a multi-national
organization, security guard, retired grandfather etc. These concluded the qualitative analysis the
transcripts are decode and some key findings are identified,
Communication strategy has been effective in creating awareness among people.

Celebrity association with campaign has made the masses to notice it.
Though the communication strategy is successful, infrastructure needs to be developed.
Reducing open defecation and improving the condition of toilets in the country are key
problems.
Corruption hampers the effectiveness of any mission initiated by governments.
Other similar schemes in the past failed due to lack of proper communication.
With this information from qualitative analysis, hypothesis was formed and a questionnaire was
designed to validate those hypotheses. The questionnaire was floated among respondents both
online and offline, again trying to keep the demographics of the respondents as diverse as
possible. A total of 81 responses are obtained. Various mechanisms like Regression analysis,
Factor analysis, Cluster analysis and Multi-dimensional scaling were used to analyze the data
from the responses. Most of the findings from the qualitative analysis were backed by the
quantitative data regarding the effectiveness and communication campaign of the Swachh
Bharat Mission. Advertising was found to be more effective in the communicating about the
campaign than involving the citizens in the campaign. Few advertisements were also analyzed on
the basis of peoples attitude towards advertisement and it was found that #DontLetHerGo
advertisement has been more effective compared to other advertisements.
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Contents
Acknowledgement .......................................................................................................................... a
Executive Summary......................................................................................................................... b
Introduction .................................................................................................................................... 1
DECISION PROBLEM ........................................................................................................................ 1
RESEARCH PROBLEMS ..................................................................................................................... 1
RESEARCH MATRIX .......................................................................................................................... 2
RESEARCH DESIGN .......................................................................................................................... 3
Data Analysis Plan ........................................................................................................................... 4
Literature Survey............................................................................................................................. 5
Method Selection ............................................................................................................................ 6
Research Design .............................................................................................................................. 6
Qualitative Research ....................................................................................................................... 8
Screening Questionnaire............................................................................................................. 8
Conducting Focus Groups ........................................................................................................... 8
Conducting In depth Interview ................................................................................................... 9
Data Analysis & findings................................................................................................................ 10
Qualitative Analysis : Findings ...................................................................................................... 13
Quantitative Analysis .................................................................................................................... 14
Current Government Schemes vs. Previous Government Schemes ........................................ 21
Other Findings ........................................................................................................................... 24
Improving the effectiveness of Swachh Bharat .................................................................... 24
People perception about government and Swachh Bharat ................................................. 24
Multidimensional Scaling Analysis ................................................................................................ 25
Advertisement Analysis: ............................................................................................................... 26
Analysis Result: ......................................................................................................................... 26
Conclusions ................................................................................................................................... 27
Exhibits .......................................................................................................................................... 28
Exhibit -1: Screening questionnaire .......................................................................................... 28
Exhibit 2.................................................................................................................................. 28
Exhibit 3.................................................................................................................................. 33
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Exhibit-4 .................................................................................................................................... 38
Exhibit-5 In-depth Interview ..................................................................................................... 44
1st Interview (Summary) ...................................................................................................... 44
2nd Interview (Summary) ..................................................................................................... 44
3rd Interview (Summary) ...................................................................................................... 45
4th Interview (Summary) ...................................................................................................... 46
5th Interview (Summary) ...................................................................................................... 46
6th Interview (Summary) ....................................................................................................... 47
10th Interview (Summary) ..................................................................................................... 50
Exhibit -6: FGD Questions ......................................................................................................... 51
Exhibit 7(Identified Concepts in Focus Groups) ..................................................................... 52
Exhibit -8 (Questionnaire) ......................................................................................................... 53
Exhibit 9 (Communication Effectiveness Cluster-wise) ............................................................ 62
Exhibit 10 (Development Cluster-wise) .................................................................................... 62
Exhibit 11 (Effectiveness Cluster-wise) ..................................................................................... 63
Exhibit 12 (Attribute based clustering) ..................................................................................... 64
Exhibit 13 A: Perceptual Map from MDS (Torgerson Configuration) ....................................... 65
Exhibit 13B: Similarity Data (Average Score) ............................................................................ 65
Exhibit 13C: Similarity Data (Distance) ..................................................................................... 66
Exhibit 14A: Advertisement for Swachh Bharat Abhiyaan ....................................................... 67
Exhibit 14B Advertisement testing result ................................................................................. 68
Exhibit 14C ................................................................................................................................ 69
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Introduction
Swachh Bharat Abhiyaan is a national campaign to clean India. The current Government, with an
aim to keep our country clean, launched the Swachh Bharat Abhiyaan. This campaign was
officially launched by the Prime Minister Narendra Modi, on 2nd October 2014 on the occasion of
146th birth anniversary of Mahatma Gandhi in Rajghat, New Delhi. The campaign has the
following objectives which are to be fulfilled by 2nd October, 2019, the 150th birth anniversary
of Mahatma Gandhi.
Objectives of Swachh Bharat:
To eradicate the system of open defecation in India.

To convert the insanitary toilets into pour flush toilets.
To remove the system of manual scavenging.
To make people aware of healthy sanitation practices by bringing behavioral changes in
people.
To link people with the programs of sanitation and public health in order to generate
public awareness.
To build up the urban local bodies strong in order to design, execute and operate all
systems related to cleanliness.
To completely start the scientific processing, disposals reuse and recycling the Municipal
Solid Waste.
To provide required environment for the private sectors to get participated in the Capital
Expenditure for all the operations and maintenance costs related to the clean campaign.
DECISION PROBLEM
To understand the effectiveness of Swachh Bharat Abhiyaan and develop a communication
strategy to further enhance its effectiveness utilizing traditional and conventional media.
RESEARCH PROBLEMS
1. To determine the public perception about Swachh Bharat Abhiyaan.
2. To determine the primary reasons for previous cleanliness drives not becoming more
successful.
3. To determine the effectiveness of communication strategy of Swachh Bharat Abhiyaan.
4. To suggest measures that increase participation & effectiveness of Swachh Bharat drive.
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RESEARCH MATRIX
Research Problem
Information Needs
Sources of Information
To determine the Percentage of people aware about Focus Group
public
perception
the campaign
Discussions
about Swachh Bharat Percentage of people satisfied
In-depth Interviews
Abhiyaan.
with the campaign
To determine the
primary reasons for
previous cleanliness
drives not becoming
more successful.
Percentage of people aware about

previous cleanliness campaigns.
Reasons for ineffectiveness

Satisfaction with previous
government cleanliness initiatives
To determine the
effectiveness
of
communication
strategy of Swachch
Bharat Abhiyaan
People Awareness and knowledge

about the campaign
People influenced by the
communication of the campaign
Strategies of other countries in
cleanliness drives
Strategies of other countries to
increase people participation in
the campaign
Public opinion about possible
changes which could be done
To suggest measures
that
increase
participation
&
effectiveness
of
Swachh Bharat drive
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Secondary Data
Focus Group
Discussions
Questionnaire
Focus Group
Discussions
In-depth Interviews
Secondary Data
Secondary Data
Focus Group
Discussions
In-depth interviews
RESEARCH DESIGN
The research design mentioned below will provide the broad framework for conducting research
on Swachh Bharat Abhiyaan project.
Sampling Plan for conducting research is described below:
Target Population: Element: Male and female above 18 years; Sample Unit: Citizen of
India; Extent: Ahmedabad; Time: Period of the survey
Sampling Frame: The population from which the respondents would be selected would include
people from working class, colonies in the city of Ahmedabad, and students and research
associates at IIM A.
Sampling Technique: Simple random sampling will be exercised and clusters will be identified
from different age groups. Respondents from different brackets of age, gender, income and
occupation will be included to get a better understanding about the communication strategy of
Swachh Bharat Abhiyaan.
Sample Size: The targeted sample size for pre-screening, FGDs and in-depth interview will be 100,
30 and 10 respectively. The sample size will be divided into two different age brackets 18-25
and 26-40. The sample will have almost equal representation of gender. The Quantitative
research survey sample would be more than 100 to derive meaningful insights.
The research will consist of three phases:
Exploratory Research: Secondary Data
Secondary data will be collected from various resources to get basic understanding on the topic.
This form of exploratory research will give better understanding of objectives, mission
statements and execution on grass root level.
Secondary research will throw light on the fact that why some of the earlier drives for cleanliness
like Nirmal Bharat Abhiyaan were not able to garner such widespread support and success. This
data will help us develop better understanding of the various factors which affects or influence
the cleanliness drive and in interpreting primary data in much better manner.
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Exploratory Research: Qualitative Research

Qualitative Research will be employed to gain understanding of underlying opinions, reasons and
motivations. For the project purposes, we will conduct the below mentioned non disguised
research methodology:
a) Focus group interviews: We will conduct three focus group discussions. Each group will
consist of 10-12 members. The sample used for the purpose will be non-probability
convenience sampling. The objective of the focus group discussion would be to
understand the perception of members regarding Swachh Bharat Abhiyaan
b) In-depth interviews: We will conducting 10-12 in-depth interviews. These interviews will
be conducted in relaxed settings will provide more detailed information These interviews
will give better idea of the factors which affect Cleanliness mission and relative
importance of these factors.
Confirmatory Research: Quantitative Research

For confirmatory research, we will take a sample of 80-100 people and a questionnaire will be
distributed to them. The questionnaire will be administered both online and offline. The main
reason for taking sample size of 80-100 is to ensure unbiased responses.
Data Analysis Plan

We will use softwares such as SPSS and R for analysis of data. The findings of the analysis will
help us determining the significance of various factors found in qualitative research. Moreover,
it will help in gauging important factors for improving effectiveness of Swachh Bharat Abhiyaan.
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Literature Survey
Till date, sweeping streets and ending open defecation have occupied media centre stage. The
Swachh Bharat Abhiyan has also carved out a marketing strategy for the scheme to sell which
implies garnering more support for the scheme and successfully implementing the aims and
objectives of the initiative. To attract more people the plan was to include sports and movie icons
in sanitation messaging. It started with the Prime Minister nominating nine famous personalities
for the campaign and they in turn nominate nine more people. These personalities include Sachin
Tendulkar, Kapil Sharma, Priyanka Chopra, Shashi Tharoor, Ramdev and so on. (Kangkana
Sharma, Journal of Marketing Strategy)
Maj. Sivapriya and Lt Col Rekha Bhattacharya have done a qualitative study to assess Nurses
concern regarding impacting factors on Clean & Healthy Practice in a Tertiary Level Hospital UP,
India1. Dr. T. G.K. Vasista in his research paper presents marketing strategies for addressing
issues of Swachh Bharat2. P.Venkata Subbarao and S.Somasekhar have presented their views on
Swatch Bharat by highlighting key issues and concerns about the campaign 3. Dr.Surendra Kumar
Tiwari has done a study to measure the awareness of Swachh Bharat in the middle schools by
using quantitative models and the hypothesis about the level of knowledge among students of
public and private schools regarding awareness of Swachh bharat 4. A research paper by CII
highlights the scope of industry engagement of this campaign5. Bhavna Thakur and Vinod Mishra
present the practical ideas and experiences for success of Swatchh Bharat campaign6. Dr. Shailja
Badra and Vivek Sharma bring out the management lessons from the campaign 7.
There is a need to put in the mechanisms to bring about and sustain behavioral changes aimed
at adoption of healthy sanitation practices. Though the health aspects are fundamental, the
economic and social benefits of sanitation should be emphasized, and will be a key to building
support for the campaign. The behavior change communication should generate awareness
about sanitation and its linkages with public and environmental health amongst communities and
institutions. The mere availability of latrines will not end open defecation immediately since we
also need to confront the cultural reasons for bad sanitation. The need of the hour is to have
public campaigns, in schools and in the media, to explain the health and economic benefits of
using toilets and of better hygiene with active involvement of the community. (Mane, 2014)
The attempt of the Indian Government is to change the mindsets and behavior of people in
addition to mass movement of building toilets (The Hindu, October 4, 2014). Swachh Bharat
mission has tapped social media in addition to traditional medium of mass communication to
make people aware. People support has been more after celebrities and politicians joined the
Clean India challenge. The government has taken initiatives such as building more toilets, waste
management and waste segregation apart from cleaning the locality. Real success will however
happen, when manual scavenging is completely eradicated (The Hindu, May 26, 2016). In order
to communicate effectively, a national-level telephone helpline has been started to help over
4,000 urban local bodies (The Economic Times, May 18, 2016). Non-profit organization like
Wockhardt Foundation has set-up Swachh Bharat Recycle machine in Mumbai designed to
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dispose and recover products effectively (One World South Asia, Jul 04, 2016). It is estimated that
by March 2017, construction of individual, public and community toilets; house-to-house garbage
collection and processing of the same through a solid waste management plan besides spot
penalties for littering will be achieved in 50 cities (The Economic Times, May 04, 2016).
Government is planning to designate a day as "Swachhta Diwas", make "Swachhta Geet" part of
mid-day meals and increase the number of Swachh Bharat ambassadors to communicate more
effectively to the people (Times of India, Jun 22, 2016)
Method Selection
For gathering qualitative data, the group decided to conduct focus group discussions and indepth interviews. Focus group was chosen so that it could provide an insight about the Swachh
Bharat mission as a group and the general perception of people. The focus group discussion was
chosen to bring new ideas for further strengthening the communication strategy of Swachh
Bharat mission. Through arguments in these discussions, our group aimed to understand the
diversified opinions from different people. Focus group was also chosen for mining new ideas
from the people associated with this cleanliness drive.
The group also decided to conducted in-depth interviews to further enhance our understanding
about the mission and its various aspects. In-depth interview was chosen so that it allows us to
explore the issue of cleanliness further, and within the framework of guided conversation. Indepth interviews helped us in evaluating potential solutions. The in-depth nature will allow the
group to gain an understanding of the psyche of people.
Research Design
We faced a number of challenges during our qualitative research. First and foremost, was finding
the correct sample of participants. The focus group was conducted at three places: IIM
Ahmedabad, Alpha-One mall and a colony in Vastrapur. Selecting right people and convincing
them to gather at a place at the right time was a challenge. Moreover, maintaining gender
diversity in all the groups was difficult as women and girls were reluctant. Finding participants
who were ready to give sufficient time in FGDs and In-depth interviews was also a tough task.
Conducting FGDs in Alpha-One mall was also a demanding task as there is usually a lot of noise
in such places. Finding a place with less noise, convincing people to come there, and preventing
people from getting distracted was another issue.
Despite these issues we planned to go ahead with the qualitative research and began research
by choosing the correct sample. The sampling plan for conducting the qualitative analysis is
described below.
Male and female above 17 years of age, living in Ahmedabad were our target population. The
respondents included people from working class, adults in localized colonies, and students from
IIM Ahmedabad. For sampling, simple random sampling was exercised and clusters were
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identified from different age groups. Respondents from different brackets of age, gender and
income were included to get a better understanding about the communication strategy of
Swachh Bharat Abhiyaan. The targeted sample size for pre-screening, FGDs and in-depth
interview were 80, 20 and 10 respectively. The sample size was divided into different age brackets
17-20, 21-25 and 26-40. We tried to keep the FGD group diverse and there was almost an equal
representation of both genders.
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Qualitative Research
Screening Questionnaire
Screening questionnaire was conducted so that the selected sample could be a representative
sample and provide a broad range of opinions. The questionnaire was selected to disguise the
purpose of the focus group. Question 3 and 5 were the important questions which addressed
Swachh Bharat directly. Other questions were included to hide the purpose of the
questionnaire. The questions were kept very simple so that people could easily understand it.
(Exhibit-1)
Conducting Focus Groups

A total of 3 Focus Group Discussions were conducted near Vastrapur in the regions of Ahmedabad
one at IIM Ahmedabad, one at Alpha Mall and one at a local colony in Vastrapur. Groups ranged
in size from six to seven participants each and length of the focus group discussion was from 30
to 40 minutes. A total of 20 people participated in focus groups. Each focus group was
homogenous in that it represented one age bracket. Participants in focus groups included
students (1 group), working class (1 group) and people from local colony (1 group). The facilitator
asked the group participants to introduce themselves and then discussion was guided by open
ended questions. Three types of questions were used as guides for focus group discussions
(Exhibit 6).
Screening
Questionaire
Focus Group
Discussions
Record &
Transcribe data
Label & Archive

data
Identification and
summary of
themes
Pattern
Identification
through Coding
Analysis of
Contextual and
Demographic data
Review of Program
& Evaluation
Objective
Findings &
Summary
1. Introductory questions: these questions were used to introduce participants about Swacch
Bharat make a comfortable environment for sharing their views.
2. Follow-up questions: explore more about Swachh Bharat Abhiyaan and the participants
opinions
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3. Exit question: to make certain that nothing was missed about Swachh Bharat Abhiyaan
All the focus group discussions were audio & video recorded and transcribed as soon as the
conversation was completed, so the nuances of the dialogue were not lost in the annals of time.
Each team was made up of a three members: a FGD facilitator, a note-taker/recorder and an
observer. The note-taker took detailed notes of the dialogue between the participants and of
how discussions developed. Participation gifts were given to the FGD participants in order to
make the FGD more productive.
Conducting In depth Interview

We conducted an in-depth interview of 10 people at Alpha mall with the purpose to attain
insights regarding peoples belief and expectations about Swachh Bharat Mission. Also, we
wanted to know about their experiences, expectations as well as suggestions so as to get
complete picture of the current scenario. The Alpha mall was chosen due to its proximity to IIM
Campus as well its reputation in the City. Our sample constituted the mix of youngsters, middle
aged group as well as old people. The whole process was recorded and later transcripts (attached
with this file) were created based on their responses. The permission was to record was asked
beforehand. In one case, a respondent refused to be recorded. We conducted his interview and
took notes simultaneously without recording the conversation.
The ages of the respondents varies greatly from 22 to 65 years. The respondents also belonged
to different demographics such as students, business man, employee of a multi-national
organization, security guard, retired grandfather etc. We kept the questions open ended for most
part which give the opportunity to interviewee to answer in details. We ensured that
respondents did most of the talking. But in some cases when the interviewee was giving very
short answers, we used probes to obtain detailed version. For example: In one case, when an
interviewee was asked Please tell your views on Swachh Bharat. His answer was short and crisp.
He said Good Views. In this case we probed him to elaborate further by asking Would you like
to elaborate further? He did.
Primarily, we were using English as the medium to conduct interviews. But, later as we realized
that some of the respondents were not comfortable with the language. We switched to Hindi so
as to ensure free flow of ideas and responses. Finally, the information was summarized and key
pointed were noted for further analysis.
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Data Analysis & findings
After conducting focus groups, we analyzed the transcripts thoroughly. To understand the
common themes and the underlying concepts, we made concepts (which were phrases or
common ideas). The concepts identified from the three focus group discussions are shown in
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Exhibit-7. Exhibits-7 also shows the perception of the three groups towards the identified
concepts. To understand the context and gain further insight into these focus groups, the most
frequently occurring words were found out and put in one cluster. The three clusters are shown
below which show the most frequently occurring words in the three discussions. Analysis of these
clusters reveal health insights. It is clear from cluster 2 that the individuals have talked about
more of celebrities (the high occurrence of the word celebrity) whereas cluster 1 has focused
more on government, people and especially the poor people. Cluster 3 has talked about the need
for toilets much more than other clusters and the importance of imparting education about
cleanliness and less of media.
Analyzing the context because of which there is a difference of patterns is much more interesting
than the data itself. FGD1 or clusteRespondent1 is a result of discussion among the localized
residents of Ahmedabad, living in middle class families. Hence, the emphasis has been much
more on poor and the urge to government to take up the issue of cleanliness, whereas FGD2 or
clusteRespondent2 was done in a mall where people who are well-off come for shopping or
relaxing. They emphasized more on celebrities than the other two clusters because they are more
smitten by them. Cluster3 or FGD3 was conducted in IIM, Ahmedabad. They are highly educated
people who understand the complexity of the mission. They see education as the means to bring
cleanliness.
After analyzing the data, our group found out the following recurring themes:
a) Communication message has reached the people much more effectively than any
previous government initiatives. All the groups agreed on the effectiveness of
communication strategy.
b) Majority of people wanted celebrities for promoting the message of Swachh Bharat.
However, a few believed that celebrities are only endorsing the scheme for their own
promotion.
c) Similarly, majority agreed to the need of taking money from private players. However, a
few were skeptical given the dubious history of a few private companies.
d) Almost everyone agreed that imposing penalty on people for throwing garbage would
increase corruption. However, majority of them still wanted to go ahead with imposing
penalty, in the hope of achieving a greater goal.
e) The need to impart education was felt in all the FGDs. Almost everyone, also emphasized
on the importance of introducing a subject on Swachh Bharat Abhiyaan in the school
books of young children.
f) Door-to-door cleanliness was mentioned by one of the groups to achieve the goal of this
mission.
g) Corruption hampers the effectiveness of any mission initiated by governments.
h) There is a need to develop infrastructure as well. All the groups felt that the state of toilets
in the country is measurable, preventing anyone from using them. Fee in toilet-booths
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further hampers the poor people from using the toilet. Male caretakers are also a reason
for women not using the toilets.
i) Changing the behavior of the people is difficult and would take time. Government should
continue to spread message about the scheme and should not become complacent.
Similar technique was employed for indepth interview as well. The finding from indepth
interviews are shown below:
All the participants were aware of Swachh Bharat Abhiyaan started by the Government
of India in 2014. There was no doubt regarding the publicity success of this initiative as all
the participants were much more aware about this initiative as compared to previous
cleanliness drives.
Moreover, all the participants who had kids, said that their kids are taught about Swachh
Bharat Mission at school.
As far the as their perspective is concerned regarding its success, the views are somewhat
mixed. Around 6 out of 10 interviewee feels that the initiative is successful in conveying
the message of cleanliness, three feel it to be somewhat successful and one participant
was not at all impressed. Having said that, most of the participants were underwhelmed
by implementation of Swachh Bharat Mission at grass root level.
Four out of ten participants feel that celebrity endorsement helps in increasing awareness
to the masses as people look up to them. But sixty percent of interviewee feels that
celebrities have personal agenda and not genuine interest in promoting cleanliness.
Interestingly, some of the interviewee were very impressed with the fact that Prime
Minister is taking personal interest in the initiative and was seen cleaning roads
promoting cleanliness drive.
The vast majority of the interviewee feel that common man has to do its part in making
the initiative successful at the grass root level and feels that government has somewhat
failed in providing necessary infrastructure for cleanliness such as dustbins in public
places. Most of the people are of the view that Swachh Bharat is all about keeping their
surroundings clean, building well-functioning drainage and sewage system in all cities and
villages
Most of the people believe that inculcating the objectives of Swachh Bharat mission in
early ages could really improve the effectiveness of the mission. For example, one of the
interviewee has mentioned to cultivate the habit right from the school level.
Few People felt that "Swachh Bharat Abhiyaan" is made for politics on social media, so
that famous personalities can show their involvement in this social face of political agenda
by posting their pictures of sweeping.`
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Qualitative Analysis : Findings

The communication strategy of the government has been effective. However, further
enhancements could be done to it, like door-to-door awareness etc.
The hype with which the mission had started seems to diminishing with time.
Government has to make sure that people are constantly reminded of the cleanliness
drive.
Using celebrities has made people to notice the campaign.
The communication strategy has to be backed by sound infrastructure development.
Reducing open defecation and improving the condition of toilets in the country are major
issues.
Corruption is a major hindrance in the success of government initiatives.
The effectiveness of the mission varies from state to state and region to region
Based on these findings we formed our initial hypothesis and consequently a questionnaire was
formed. The questions were tested with a few responsndents to check whether the respondents
were able to interpret the questions or not. The Questionnaire is shown in Exhibit-8.
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Quantitative Analysis
To gain more data, online mediums were targeted for collecting responses of people. However,
to get variety of responses offline responses were also collected. Efforts were made to ensure
diversity of responses and target different segments.
The demographics of the responses is shown below:
AGE
GENDER
The gender ratio was good. However, majority of young people could be targeted through the
online and offline mediums. Male were the dominant gender in responding to our survey.
Similarly, age group 25-34 were the primary respondents of the survey, in particular due to their
presence in online mediums. Similarly a variety of respondents in income and education were
taken.
INCOME
EDUCATION
Based on the hypothesis develop in the qualitative analysis, the effectiveness of communication
strategy were found to be dependent upon TV advertisements, Newspaper advertisements,
Online advertisements, Use of celebrities, Example set by Modi and others, Involvement of locals
in promoting the campaign and involving the students. Regression analysis was done on these
dependent variables to check the validity of the hypothesis.
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Effectiveness of Communication Strategy = 0 + 1 Tv_Ad+2 News_ Ad+3 Online_Ad+ 4

Celebrity+5 Example_Set_ByModi+6 Involvement_of_People+ 7 Involvement of Students
On checking for multi-collinearity, the results showed that TV advertisements and Newspaper
advertisement were collinear. After removing Newspaper advertisement from the dependent
variables, the following results were obtained.
Model Summary
Model
R Square
.665a
Adjusted R
Std. Error of the
Square
Estimate
.442
.397
.977
Coefficientsa
Standardize
Unstandardized
Collinearity
Coefficients
Coefficients
Statistics
Toleranc
Model
1
B
(Constant)
Std. Error
1.770
.545
Newspaper_Ad
.065
.130
Online_Ad
.300
UseofCelebrity
ExampleSetByModi
InvolvementofCommo
nPeople
Involving_Students
Beta
Sig.
VIF
3.250
.002
.074
.503
.616
.347
2.886
.133
.336
2.262
.027
.337
2.968
-.053
.102
-.062
-.521
.604
.530
1.887
.140
.109
.184
1.289
.201
.365
2.737
.197
.136
.220
1.454
.150
.325
3.079
.012
.142
.012
.084
.933
.373
2.682
a. Dependent Variable: EffectivenessOfCommunicationStrategy
The results show that Newspaper advertisements, Use of celebrity and involving students are
significant variables and the beta of newspaper advertisement is slightly more than that of
involving students. Interesting observation is the negative beta of using celebrities suggesting
that the effectiveness of communication will suffer slightly, if more celebrities are used.
To gain further insights into the results, and to identify the dimensions along which the attributes
could be arranged, Factor Analysis was also performed. The results of factor analysis are shown
below.
15 | P a g e
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
.827
Approx. Chi-Square
403.525
df
21
Sig.
.000
Total Variance Explained

Initial Eigenvalues
Componen
t
Total
Extraction Sums of Squared Loadings
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
Rotation Sums of Squared Loadings
Total
% of
Cumulative
Variance
4.643
66.335
66.335
4.643
66.335
66.335
3.180
45.425
45.425
.820
11.717
78.053
.820
11.717
78.053
2.284
32.628
78.053
.521
7.438
85.491
.408
5.828
91.319
.287
4.101
95.420
.200
2.857
98.276
.121
1.724
100.000
Note that the total variance explained by the variables is reduced. This is to be expected as
dimensions are reduced in the factor analysis. The loading of the attributes on the two
dimensions are shown below:
Rotated Component Matrixa
Component
1
Tv_Ad
.694
.537
Newspaper_Ad
.735
.482
Online_Ad
.874
.192
UseofCelebrity
.745
.260
ExampleSetByModi
.811
.304
InvolvementofCommonPeople
.348
.852
Involving_Students
.247
.917
In the rotated component matrix shown above, it is quite visible that the attributes: Tv_Ad,
Newspaper_Ad, Online_Ad, UseofCelebrity, ExampleSetByModi are more loaded onto the first
16 | P a g e
dimension and the attributes InvolvementofCommonPeople and Involving_Students are more

loaded onto the second dimension. The two dimensions are therefore named as Advertisement
and Involvement. Regression analysis is done on the two dimensions thus identified. The results
of the regression analysis are shown below.
Model Summary
Change Statistics
Model
.630a
R Square
Adjusted R
Std. Error of
R Square
Square
the Estimate
Change
.397
.382
.989
F Change
.397
df1
25.997
df2
2
Sig. F Change
79
Note that the adjusted R-square value has reduced on performing regression with dimensions
(0.382) than it was with the attributes (0.397). An interesting point to observe with the regression
done on dimensions is that the of advertisement is more than the of involvement
((Advertisement) = .531; (Involvement) = 0.339) which suggests that the communication
strategy would be more effective on advertising than involvement of people in the campaign.
Based on the hypothesis develop in the qualitative analysis, the effectiveness of Swachh Bharat
Campaign were found to be dependent upon construction of toilets, public cleanliness, Reduction
in open defecation, Better working municipalities, Improving quality of life, Reduction in people
throwing garbage and next generation becoming more sensitive towards cleanliness. Regression
analysis was done on these dependent variables to check the validity of the hypothesis.
Effectiveness of SwachhBharat= 0 + 1 ConstructionOfToilets+2 PublicCleanliness + 3
ReductionInOpenDefecation+ 4 BetterWorkingMunicipalities+5 ImprovingQualityofLife+6
ReductioninPeopleThrowingGarbage+ 7 NextGeneration
On checking for multi-collinearity, the results showed that TV advertisements and Newspaper
advertisement were collinear. After removing ImprovingQualityofLife from the dependent
variables, the following results were obtained.
Model Summary
Model
1
17 | P a g e
R
.723a
R Square
.523
Adjusted R
Std. Error of the
Square
Estimate
.483
1.245
.000
Unstandardized
Standardized
Collinearity
Coefficients
Coefficients
Statistics
Toleranc
Model
1
B
(Constant)
Construction of toilets
Awareness about
public cleanliness
Reduction in open
defecation
Better working
municipalities
Std. Error
.532
.564
-.088
.169
.373
Beta
Sig.
VIF
.945
.348
-.079
-.523
.603
.288
3.471
.210
.293
1.778
.080
.244
4.095
.196
.164
.166
1.191
.238
.340
2.941
.119
.182
.104
.653
.516
.262
3.817
.428
.166
.356
2.575
.012
.347
2.880
-.066
.178
-.052
-.372
.711
.337
2.970
Reducing number of
people throwing
garbage irresponsibly
in public places
Making next generation
sensitive to next
generation
The results show that the significant variables in measuring the effectiveness of Swachh Bharat
Campaign are construction of Toilets, better working municipalities and making next generation
sensitive to next generation. An interesting observation is the negative beta value of
construction of toilets suggesting that the effectiveness will reduce if more toilets are
constructed. This was slightly suggested in the qualitative research. The negative value could be
explained due to the fact that currently the toilets are underutilized.
To gain further insights into the results, and to identify the dimensions along which the attributes
could be arranged, Factor Analysis was also performed. The results of factor analysis are shown
below.
18 | P a g e
Rotated Component Matrixa

Component
1
Construction of toilets
.857
.319
.627
.645
Reduction in open defecation
.822
.380
Better working municipalities
.690
.580
Improving quality of life
.769
.507
.526
.711
.312
.904
Awareness
about
public
cleanliness
Reducing
number
of
people
throwing garbage irresponsibly in

public places
Making next generation sensitive
to next generation
The results show the loadings of variables on two dimensions. The dimensions were identified as
creating infrastructure and creating awareness. Regression was performed on the dimensions
thus formed. The results of the regression are shown below:
Model Summary
Model
1
R
.712a
R Square
.507
Adjusted R
Std. Error of the
Square
Estimate
.494
1.232
The adjusted R-square value is 0.494 suggesting that 49.4% of the dependent variable
(Effectiveness of Campaign) variable could be explained by the independent variables
(Dimensions). On analyzing the , an important observation is that the of effectiveness is more
than the of Creating Awareness [(Infrastructure) = .521; (Created Awareness) = 0.485]
suggesting that for a campaign to be effective, it is necessary to create infrastructure than
creating awareness.
To gain more insights about the data, clustering was performed. The aim of clustering was to
identify the groups which were similar to each other than other groups. Two-step clustering
technique was employed to get clusters. The result of clustering based on demographics is shown
below.
19 | P a g e
Two clusters were identified. The clusters were segmented primarily on the basis of age and
income. Cluster1 contained people belonging to the age group 25-34 and income in the range of
25000-40000 whereas cluster2 had people in the age group of 18-24 and income within the range
of 0-24000. Communication effectiveness, development and effectiveness were analyzed based
on the clusters. These results are shown in Exhibit 9, 10 & 11.
Exhibit 9 and Exhibit 10 shows that people in cluster 2 feel that this government has been
effective and has led to development. However people in cluster 1 feel the opposite. Another
interesting observation from cluster analysis is that while people in cluster 1 are neutral about
the effectiveness of Swachh Bharat campaign, people in cluster 2 think that the campaign has
been effective. These trends could come from the fact that there is a difference of ages and
income among the two cluster. While younger generation is more passionate about the changes
this government is bringing, the experienced people would believe that more is to be done for
the success of this campaign.
Attribute based clustering was also done to get more insights about similar groups. The attributes
which were selected for clustering were education, construction of toilets, awareness about
public cleanliness, reduction in open defecation, better working municipalities, improving quality
of life of life, reduction in number of people throwing garbage irresponsibly, making next
generation sensitive to cleanliness, infrastructure and awareness. The cluster thus obtained is
shown below:
20 | P a g e
As shown above two clusters were identified. Both the clusters, however felt that the
government has done well in communicating about the campaign. However, both the clusters
also suggested that no development has happened as a result of these campaigns. The groups
were also neutral about the reduction in corruption and effectiveness as a result of the
campaigns.
Current Government Schemes vs. Previous Government Schemes

A total of six government schemes were compared from the data provided by the respondents.
The parameter for comparison was effectiveness, perception of communication strategy of the
schemes, segments (upper or lower strata) targeted and pro-development. MGNREGA, Nirmal
Bharat and Pulse Polio was launched by the previous government whereas Make in India, Swachh
Bharat and Jan Dhan Yojana was launched by the current government.
Effectiveness:
The average score Swachh Bharat and Make in India is higher than that of Nirmal Bharat.
However, MGNREGA and Pulse Polio score is also high indicating that all the schemes are
effective except Nirmal Bharat.
MGNREGA
4.75
NIRMAL BHARAT
4.36
MAKE IN INDIA
4.73
PULSE POLIO
5.82
SWACHH BHARAT
5.06
JAN DHAN YOJANA
4.74
0.00
21 | P a g e
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Perception of Communication Strategy:

The perception of communication strategy of the respondents is very high for Pulse polio.
However, the average scores of the current government schemes Swachh Bharat, Make in
India, JDY is more than the schemes of previous government except Pulse Polio. This indicates
that the communication strategy of current government is better.
MGNREGA
4.70
NIRMAL BHARAT
4.34
MAKE IN INDIA
5.23
PULSE POLIO
6.01
SWACHH BHARAT
5.51
JAN DHAN YOJANA
4.95
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Targeting Upper Class:

The below average scores by the respondents clearly shows that that the current government
schemes are for the upper class people.
MGNREGA
3.35
NIRMAL BHARAT
3.84
MAKE IN INDIA
4.45
PULSE POLIO
3.84
SWACHH BHARAT
4.25
JAN DHAN YOJANA
3.57
0.00
22 | P a g e
1.00
2.00
3.00
4.00
5.00
Targeting Lower Strata:

The average scores of previous government schemes - MGNREGA, Nirmal Bharat and Pulse Polio
are higher than that of current government schemes except JDY. This implies that previous
government schemes were for the lower strata.
MGNREGA
4.75
NIRMAL BHARAT
4.22
MAKE IN INDIA
3.69
PULSE POLIO
4.46
SWACHH BHARAT
3.90
JAN DHAN YOJANA
4.93
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Pro-Development:
The average scores of the current government schemes Swachh Bharat, Make in India, JDY is
more than the schemes of previous government except Pulse Polio. This indicates that the
respondents perception about the current government is pro-development.
MGNREGA
4.75
NIRMAL
4.57
MAKE IN
5.16
PULSE POLIO
5.23
SWACHH
5.03
JAN DHAN
4.20
23 | P a g e
4.81
4.40
4.60
4.80
5.00
5.20
5.40
Other Findings
Improving the effectiveness of Swachh Bharat
Based on the qualitative analysis, a number of strategies were identified for increasing the
effectiveness of Swachh Bharat Campaign. Quantitative analysis was conducted to confirm these
ideas and to find out if these ideas will indeed be successful in increasing the effectiveness of the
campaign. The results of these ideas are shown below:
An interesting observation is that people are suggesting to increase the number of dustbins and
door-to-door awareness rather than imposing penalty to increase the effectiveness of Swachh
Bharat. This quantitative finding is against our hypothesis after qualitative analysis wherein
people were heavily implying that penalty would be more effective.
People perception about government and Swachh Bharat
Another hypothesis which came from our qualitative analysis was that the government is
focusing on this campaign as this will bring more money to the government and will increase
corruption. The result is shown below.
24 | P a g e
The interesting thing to observe is that people dont believe that Swachh Bharat Campaign is a
new means of corruption. Rather, they suggest that it will help in reducing open defecation and
will bring in development.
Multidimensional Scaling Analysis

A multidimensional scaling technique was done to infer the underlying dimensions using series
of similarity judgment about the Abhiyaan/Missions provided by respondents. It also helped to
estimate the relative position of each Abhiyaan/Missions in Multidimensional space. The
following missions were selected for similarity judgment.
Nirmal Bharat Abhiyaan: It was a programme following the principles of community-led total
sanitation (CLTS) initiated by the Government of India in 1999. The main objective of the NBA
was to bring about an improvement in the general quality of life in the rural areas.
Projects have been launched in the entire rural India covering 607 Districts in 30 States/Uts.
Nirmal Bharat Abhiyaan (NBA) envisages covering the entire community for saturated outcomes
with a view to create Nirmal Gram Panchayats.
Namami Gange: Government launched an integrated Ganga conservation mission called
Namami Gange to arrest the pollution of Ganga River and revive the river. The Union Cabinet
approved the action plan proposed by Centre to spend Rs 20,000 Crores till 2019-2020 on
cleaning the river, increasing the budget by four-fold and with 100% central share a central
sector scheme. The River Ganga is important not only for its cultural and spiritual significance but
also because it hosts more than 40% of the countrys population.
Bal Swachhta Mission is a nationwide sanitation initiative and was launched by the Prime
Minister on 2 October 2014. The nationwide Bal Swachhta Mission will have the following six
themes: clean Anganwadis, clean surroundings like playgrounds, clean self (personal
hygiene/child health), clean food, clean drinking water and clean toilets. Apart from this, Bal
Swachhta Week is being observed from 14 November to 19 November 2014.
Pulse Polio Initiative is an immunization campaign established by the government of India to
eliminate poliomyelitis (polio) in India by vaccinating all children under the age of five years
against the polio virus. The project fights poliomyelitis through a large-scale pulse vaccination
programme and monitoring for polio cases.
The resulting perceptual map shows the relative positioning of all the Abhiyaan/Missions, as
shown in Exhibit 13A. The distance between Nirmal Bharat and Swachh Bharat is very less
whereas the distance between Swachh Bharat and Pulse Polio Initiative is more. Looking at the
perceptual map, it can be realized that underlying dimension for Swachh Bharat is Cleanliness
whereas the dimension for Pulse Polio Initiative is Health.
25 | P a g e
Advertisement Analysis:
To know the attitude of people towards Swachh Bharat Advertisements, two advertisements
were selected for analysis. The study was done to gain additional information or ideas to make
advertisements more effective in encouraging people to help India clean.
There are very few advertisements that were launched for Swachh Bharat Abhiyaan.
#MyCleanIndia and #DontLetHerGo advertisements were selected for comparison on five
parameters - liked the ad, realistic, left an impression on people, change peoples behavior, help
in reducing uncleanliness.
#DontLetHerGo: This Swachh Bharat Abhiyaan ad has featured stars like Queen of Bollywood
Kangna Ranaut paired with the legendary voice of Amitabh Bachchan and other Bollywood
celbrities like, Isha Kopikar, Ravi Kishan and Omkar Kapoor.
I, Amitabh Bachchan, request you to keep your environment clean. Swachh Bharat should not
only be Prime Ministers dream but all of ours, he says in the video.
It has an interesting theme wherein actor Kangna Ranaut appears as goddess Laxmi who
disappears in front of everyone who litters. This ad shows the common man, who is god-fearing
but also litters like there is no tomorrow. The ad religious theme and hopes to scare people
just enough to keep the nation clean.
#MyCleanIndia: It is an animated ad wherein Amitabh Bachchan is requesting to follow the path
of Mahatma Gandhi who gave us the message Quit India. Clean India, but his Clean India dream
is still unfulfilled.
Analysis Result:
Respondents were asked to rate each advertisement and fill out the questionnaire (Exhibit 14A).
The average scores were taken for analysis.
The average scores suggests that the #DontLetHerGo was overall favorite.
#DontLetHerGo ad scored better than #MyCleanIndia in four parameters (Exhibit 14C).
Respondents liked #DontLetHerGo ad and felt it would leave an impression on people, help
change peoples behavior and help in reducing uncleanliness. However, respondents found
#MyCleanIndia ad more realistic (Exhibit 14B).
If we compare the scores of two advertisements, we can say that the use of celebrities, adding
religious sentiments and inducing fear among the people will make the communication strategy
more effective.
26 | P a g e
Conclusions
The conclusions from the research on Swachh Bharat are as follows:
Swachh Bharat scores has been communicated well
Swachh Bharat campaign has been effective
Use of celebrity further will reduce the communication of Swachh Bharat.
Increasing the number of toilets will reduce the effectiveness of Swachh Bharat.
Advertising is more effective for communication than involvement of citizens to do the
same
Infrastructure development more important for success of government schemes than
spreading awareness
Perception of this governments scheme is that they are targeting upper class and prodevelopment
Previous government schemes have been less effective overall and in communication
strategy
For increasing effectiveness, large number of dustbins and door-to-door awareness will
work better than imposing penalty
#DontLetHerGo advertisement has been more effective for behavior change. Use of
religious sentiments can be attributed to this behavioral change.
27 | P a g e
Exhibits
Exhibit -1: Screening questionnaire
Hello! We are a group of students who are currently working on a research project. We would
like to know your opinion on some issues. In fact, we would to bring together other participants
with you to talk about a few of these opinions. But first, please answer these questions so that
we can get to know you better. Thanks a lot!
1.
2.
3.
4.
5.
6.
Gender - ( Male / Female )

Age
_________________
How do you perceive Swachh Bharat Abhiyaan? ( Successful / Not Successful )
Is India on a growth trajectory? ( Yes / No )
Will India be a developed nation in 2030? (Yes / No )
Can Swachh Bharat be communicated more effectively? (Yes/No )2
Exhibit 2
Transcript - Focus Group Discussion
Colony (Vastrapur), 6 Members, Age group 20-25
Questionnaire How do you perceive Swachh Bharat Abhiyaan?
Respondent 1 Its a good thing that they have taken it up. The way the awareness has been
spread, but I dont know how far it can go through; dependent upon how far the government
takes it. Its not about how they preach it but how everyone takes it up individually. So I think it
is good if they are spreading that much of awareness and provided that much of awareness into
people and I feel that this is something we should do.
Respondent 2 The image which comes in my mind after hearing Swachh Bharat is that of a
fantasy world, not possible to achieve. Sometimes I feel that it may happen, especially after they
have taken this project up. Previously people use to throw garbage away on the roadside, but
now they pick it up and throw in the dustbins, but I still think its a long way to go and the problem
persists.
Respondent 3 I dont have much idea about Swachh Bharat Abhiyaan but I think the
government is serious about it. But if the people continue to throw garbage all around, I dont
think we will be successful.
Respondent 4 I think its a good effort from the government. People are taking it seriously. The
place where I live in Ahmedabad, we can say that its a backward but the government has provide
two dustbins in every house of my locality so that people dont throw the garbage outside but in
the dustbins. A garbage van comes to check the cleanliness of the locality. So awareness is there
among the people, and the government is also taking follow ups. Its working.
28 | P a g e
Respondent 5 Its a nice initiative but its not working properly. Lots of media hype is there.
Questionnaire What kind of media hype?
Respondent 1 - It is necessary, but much amount has been spent on media hype.
Respondent 2 - But if it wasnt done, then the magnitude of work which has been done wouldnt
have been achieved.
Respondent 1- Yes, the media hype has brought about awareness but what we see is that the
localities are still not clean.
Respondent 2 Thats what I am saying. Change is coming somewhere down the road. As I
mentioned about my locality, you can search about it or you can personally visit the locality and
you will see that the garbage which used to be on the roads is not in the bins of every house. Not
only a particular society but in every area, the government has provided two dustbins showing
the change.
Respondent 5 I think the change is coming. But our habit is a damn old habit, probably hundreds
of years old so its not going to go easy. When the people are educated, may be they will start to
practice cleanliness but for the uneducated ones, they dont have any care about their hygiene.
Respondent 2 If the inputs are around 50% or 30%, then after 5-10 years, we can see the output
in all the places.
Respondent 4 I dont think much change is visible. Let me take the example of my locality. I live
nearby in Vastrapur. I dont think too much work is being done. Maybe cleanliness is happening
somewhere but I think we will have to be aware about cleanliness to make this project a success.
Many people say that you should put the garbage in the dustbins, but not all follow it. For
example, the people who live in an apartment above mine, regularly throws away his garbage
down. He says that there is a garbage person responsible for the cleanliness whom he pays only
for cleanliness. People like him are not helping the cause.
Respondent 6 I dont think Swachh Bharat is ever going to happen. Nothing is going to be
done, everything is a waste of time. Its not politics.
Respondent 3 There are a few dustbins in my locality but people throw away garbage anywhere
they wish to. If they see dustbins, they throw garbage in it, otherwise they throw it anywhere
they feel like.
Respondent 1 We went to Udaipur last year, and saw the Fateh Sagar Lake. Its like Kankari lake
but natural. The thing is every 10-15 feet you have a dustbin, so people use it. Its not possible to
throw garbage on the roads. Even if you close your eyes and throw garbage, it enters into dustbin.
That is the change. This is what should happen here. In here, if you find one dustbin in Nehru
Nagar, you dont know where the next one you would see. The government should start providing
utilities so that even if the person is throwing garbage intentionally on the roadside.
29 | P a g e
Respondent 3 In many places I have seen that poor people who dont have much idea about
cleanliness, a religious sentiment is attached to cleanliness so that people keep their locality
clean. So you can say that this is one of the ways of communicating the message to such people.
Respondent 6 I feel that infrastructure has not been developed and there is a lot of focus on
delivering the message. I dont see any new toilets being built and even if the toilets would have
been there, it makes no sense. This is so because there are no people who handle such toilets
and it is also inaccessible for girls as usually there is a guy sitting in front of such toilets and ladies
feel shy in going to the toilets. So there is a scope of improvement there, and I dont know if the
toilets themselves are clean or not. As far as I know, the toilets of railway stations are not clean.
Respondent 2 Not only railways station, nowhere it is cleaned or maintained even when they
charge.
Respondent 4 I agree that they are never maintained.
Questionnaire Is this campaign different from earlier campaigns of cleanliness?
Respondent 1 We know about this campaign. We have heard about it.
Respondent 2 I dont think its just a publicity stunt. After the campaign people took brooms
and came out of their homes to clean the city, be it NGOs or celebrities and have cleaned many
areas. If all the person in Ahmedabad cleans the area, its more than area. There is ample
awareness. I will give Modi Government on 10 on communication.
Respondent 4 I will give 7 on 10. I have deducted 3 marks because educated people have no
problem but poor people dont know
Respondent 2 But thats why communication is necessary. Communication media like
Doordarshan has advertisement about Swachh Bharat coming every minute.
Respondent 6 Communication is very good. Political parties are putting a lot of emphasis, but
the problem is that not many people are educated in India to grasp this communication. The
communication should be delivered in such a way that even the non-educated should get it.
Respondent 3 Communication is very good but implementation is not happening. Everything is
show off, even the people sitting here are just saying but even they wont throw the garbage in
dust bins. It should come from within and it varies from person to person. Using celebrities is
good because the fans of such celebrities would follow. But again it varies from person to person,
you cant blame it on politics only. Other nations dont do it.
Respondent 2 - If other nations start doing it, why would people go outside of the country? You
cant change the mindset of the person in India.
Respondent 1 There is a habit of throwing garbage in open.
30 | P a g e
Respondent 2 I am telling you, the output of the work which is happening wont be visible
today, but you will see the output after 10-20 years.
Respondent 3 Education is necessary. You think that middle and lower class dont follow what
is being told to them but it is not so. It is necessary that communication appeals to them.
Respondent 1 - Kiran Bedi was appointed as a governor of Pondicherry and she took it upon
herself to clean the city. She has brought about a drastic change. She took the broom and started
cleaning herself and upon seeing this people from other parties started doing it. So I think that is
the kind of thing everyone should do. Behavior will change, but it will take some time.
Respondent 4 I will make sure that people near me dont throw garbage.
Respondent 2 The way awareness has been spread is very good, but even if I have to go door
to door to spread awareness I will do it. Door to door is a great way to reach the poor masses.
Many are not aware about the thing happening on the other side of Ahmedabad. The MLA there
knows that nobody is going to come to check about cleanliness, so he doesnt do it. If theres a
fine, people wont pay the fine. Today I get away by paying Rs 50 when I get caught in the traffic
violation.
Respondent 4 If there is a fine, it will be there in the minds of the people when they throw the
garbage next time.
Respondent 1 Thats the thing. Swachh Bharat has earned so much, the government has even
started to tax people about it. So much has been collected from people.
Respondent 6 Not everyone will be able to afford the penalty. Penalty will breed corruption.
Respondent 5 Penalty wont work. Door to door awareness is what will work. Awareness in
schools and colleges will work. Heads in colleges have pressure to work. Similarly, private firms
have pressure to work and hence we see quick output. Private works more efficiently.
Respondent 1 Yes, one has to work as efficiently. People are money minded, when the company
pays you more, you work more. But government pays less so why work more? Its like that.
Nobody would listen to the preaching of politicians about what people should do, and what they
should not do. Schools and colleges have to start coming together for cleanliness. They should
teach it in schools and colleges. When I was in school, they used to teach us. People of high power
in government services dont even wash their hands after going to the washrooms. If they cant
clean themselves, how can they clean the country? So if you think that education will bring in
cleanliness, its not like that. It depends on the person.
Respondent 2 The place where I live is backward, but still cleanliness is going on there as on
today. So why did that happen. Because there was awareness and the politician there wanted to
improve the place. The idea of door to door which I mentioned, I picked it from there. The MLA
of that area went to each household and gave dustbins to each house. He explained about
31 | P a g e
Swachh Bharat Abhiyaan. He sat in each of the house for 5-10 minutes to explain about the
cleanliness mission. He did this for the whole area.
Respondent 1 I think rules and policies are made, but are not regulated and monitored very
well. You are giving them money, you are spending extra money for the people to collect the
garbage thrown by them
Respondent 4 I think the non-educated people are giving more importance to this mission than
the educated ones because they think that if the government is saying something, its for their
own good. Educated people are in the attitude that they know everything.
Respondent 5- If an educated person has thrown away the garbage, he will never pick it up
whereas you can request the uneducated ones to pick up the garbage and dispose it off in the
dustbins.
Respondent 1- The strategy of the government is good, and it is better if you compare it with the
previous governments.
Respondent 2 Even though the physical impact is not visible now, it will be visible after 20-25
years. A child also cant learn to walk all of a sudden. Let the mission run, if the impact doesnt
come in 10 years, then we will put the blame on the government.
Respondent 1 Apart from door to door, government should organize competitions for cleaning
the city. If the children are going to a particular area, then even the locality would become aware
of the Swachh Bharat mission.
Respondent 6 You dont have to do it for others, you have to do it for yourself. If people like
dirty environment, there is not much you can do.
Respondent 4 Government should tell the benefits of a clean environment, the benefits of a
hygienic neighborhood should be communicated to the people.
Respondent 1 Government tells that but the government cant tell how to use the toilet.
Awareness depends on you as a person. If the government is not giving amenities to the people,
then it is to be blamed but if it is giving amenities, then you cant blame them. Maybe the facilities
provided are less, but you can survive on that.
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Exhibit 3
Focus Group Discussion
6 Respondents
Age Group 17-20
Questionnaire What do you guys think when you hear the word Swachh Bharat Abhiyan?
Respondent 1 The thing is Modi government is doing so much for cleanliness, there is so much
of dust, so Modi government has started such a plan for Swachh Bharat Abhiyaan first time in
India. I think the country is progressing and the change has started.
Respondent 2- Actually it is not the first one.
Respondent 3- But the communication was not there. The message of Swachh Bharat has
reached to the people because of efforts from the government.
Respondent 1 Lot of push has been given to Swachh Bharat. There is even an award for Swachh
Bharat. Even in my college, Swachh Bharat awards are being given to encourage people for
Swachh Bharat. There is Sram Daaan in my college on 28th of July which we have to participate
in. Other college and schools have also started so that in the future they can clean the city. They
have also started orientation programs to clean the college itself and the side roads.
Respondent 4- It is included in the manifesto of the politicians to clean the city. I would rate this
initiative of government very highly, perhaps 10 on 10.
Q- How do you feel the government has communicated?
Respondent 5 On every BRT corridor there is a picture of Swachh Bharat Abhiyaan, on every AC
bus there is a poster, so it is advertised a lot. There are even a lot of celebrities who are involved.
There is Anil Ambani, Amitabh Bachchan is also there.
Respondent 6 People get motivated after seeing the celebrities.
Respondent 2 When people see that their role models are doing the same thing, they do the
same thing. They get a lot more motivated.
Respondent 6 But I feel that many celebrities come just to get their photograph clicked for the
press. Many celebrities who come have cases on them in the courts. Similarly many MLAs who
come also have a lot of negative publicity.
Respondent 2 But even then their fans get motivated.
Respondent 4- Indirectly they want to say that when we can do this, why cant you?
Respondent 1 Modi went to Delhi with his broom for Swachh Bharat and cleaned the city. Even
when there may be some cases on him, but he has enough number of fans who will be inspired
by him and be ready with whatever he says.
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Respondent 3 I think its good to use celebrities. If I had been in place of Modi, I would have
done so.
Respondent 5 Through celebrities they want to show that if there is garbage next to you, then
you should clean it. They motivate through celebrities. It is not necessary to use broom to clean
the city. They may even be acting, but they are role models and people look upto them. So that
people get motivated and there is awareness about the issue.
Respondent 1 Everyone knows that these celebrities are not the one who are going to clean
the city, they wont even come out of their homes but if it is shown on the television then people
get motivated by it and do it themselves. The message is clear whether the celebrities do it
themselves or not. Ask anyone and all of them will say that they know about Swachh Bharat
Abhiyaan, but not many people know about the schemes of the previous government. In fact,
none of us present here even know the name of that mission. So the message of previous
missions were not clear.
Respondent 2 And you feel proud that the country is taking such an initiative for the cleanliness
of the country.
Respondent 5 I feel that although the message has been shared well, there isnt much
infrastructure development which the government has done.
Respondent 4 It isnt like this. Lots of toilets have been constructed. In TV, it was shown that
around 1.2 crore people who werent using washrooms before have now started to use
washrooms. So toilets are being construted in the villages as well as in the cities.
Respondent 1 Even in the portfolio of the government, cleanliness was something which they
wanted to achieve and it was on the priority list and even the ad campaign of Jahan Soch Wha
Souchalaya was good. Even celebrities like Aamir Khan are now promoting Swachh Bharat
Campaign on TV shows like SatyaMev Jayate.
Respondent 5 But one point which is missing is that, when Gandhiji was cleaning the streets, it
was to uplift the Harijans but this mission doesnt address this aspect of caste which is prevalent
in our society.
Respondent 3 If they begin to address issues like this, then some communities wont participate
in the campaign and the campaign itself would run into many troubles. Some communities may
think that only they are cleaning the country, and others are not with them. Some communal
riots may happen as well.
Q Should the government impose penalty?
Respondent 1 Yes, the government should impose penalty. If a person is penalized once, before
throwing the garbage the next time, he will think twice.
Respondent 2- But in India there is a lot of corruption. Even the dustbins which are there to collect
garbage are sometimes stolen. So there is a need to install CCTV cameras as such places to handle
such issues.
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Respondent 1 Government should put different kinds of dustbins like plastic dustbins which
will collect only plastics, paper dustbins which will collect only papers. That way even recycling
would be easier.
Respondent 5 If you impose penalty, the corruption would rise. There is penalty on traffic as
well, but still no one follows that rule and this has only increased the corruption.
Respondent 1 If they impose penalty they should put it in good use.
Respondent 3 Penalty would be imposed only if they spread garbage, and not otherwise. See,
the person taking the penalty money may be corrupt and pocket the money himself, but the
person who has paid the money will think twice before throwing garbage in the open. People will
have to pay, even if the amount doesnt reach the government, and goes in the pocket of the
corrupt persons.
Q- If you are in a position of power, what would you do?
Respondent 2 There is a room for improvement. There should be a special department which
handles only this campaign. There should be a department in every state and in every city.
Respondent 1 A minimum amount shall be reserved for this campaign by the government. This
is necessary.
Respondent 2 Whoever contributes significantly to the campaign, should be rewarded in the
public to set examples. If people see that respect is being given to such people, they will start
doing it themselves. Even the nearby communities will start following suit. Even governments
would be encouraged.
Respondent 1- If one sees that through cleanliness few are getting more respect and are
becoming great, they will start following them.
Respondent 2- They will think that by actively taking part in the campaign, even I will become
famous.
Respondent 6 Celebrities wont work, but if you can employ poor people into this mission of
cleaning the city, then the city would be clean and even the poor people can make money out of
it. They will be employed and would earn money. I am not saying that you dont clean it
individually. I am just saying that the poor people should also earn if they are to become a part
of the campaign.
Respondent 1- The poor people should be employed not to clean themselves, but to keep a check
that others are not throwing away garbage on the roads and in other open areas.
Respondent 4- The penalty should be used for a good cause.
Question Would you like to change anything in the communication part of the campaign?
Respondent 2 It is not necessary. You dont need to bring other celebrities. The celebrities
who are there, are enough. The number of celebrities Modi has hired for the campaign is enough.
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Respondent 1 - The way this campaign has been promoted on social media, more and more
people are joining the campaign.
Respondent 5- It will take time for the results to come. India is not a developed nation like
England or France.
Respondent 3- The population in India is such that more than half of it are celebrities in
themselves. Even if they are educated and have many degrees. They are educated but they are
not literate. They dont care about others. They dont care if the country looks beautiful or not.
They dont think about the benefits of health and hygiene on themselves or the society. Before
throwing garbage from cars on moving roads, they dont think about the penalties.
Respondent 1- There should be CCTV cameras on highways and whenever somebody throws
garbage on roads, the penalty should be sent to the homes of the people. Pay the fine because
you have done so.
Respondent 2 Only when our generation stops doing this, that the condition would improve.
When the new generation sees their parents throwing garbage on the roadside, they do the
same. When this generation will adhere to cleanliness, then the next generation would follow
suit.
Respondent 1- In developed nations, the agriculture population is very low around 2-3%, but in
India it is very high of around 50-60%. These farmers in India have cows and buffaloes which in a
way are responsible for a whole lot of dirt in the country.
Respondent 2- Our farmers are not even capable that they can take care of the cows.
RESPONDENT1- The government should do something about the state of farmers in the country
so that they can take care of their cows and buffaloes and 20-25% of dirt could be reduced.
Respondent 2 Government should also focus on the education of the farmers, so that the next
generation of farmers know about such issues.
Respondent 4- There should be a lot of awareness for the farmers. Even now many schemes are
running for the benefit of the farmer. There should be awareness through television and radios
about government schemes for the benefit of the farmers.
Respondent 1- People know about the product of private players, but they dont know which
government schemes are beneficial for them. The private players spent so much on promotion
that everyone comes to know about their product, similarly even such schemes should be
promoted.
Question What do you think about the private players who have decided to invest in India?
Respondent 1- These companies would only provide the money, and not its resources.
Government has money, but what it needs is the marketing power of such big multinationals,
who know how to deliver to the masses. These companies know the power of marketing, they
know what products to market and where, which scheme to market to the people etc.
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Respondent 2 Its a win-win situation for all. The money of the government would be saved,
the private player would get recognition and the people would get the much needed clean
environment.
Respondent 1- Moreover, as we discussed earlier there should be CCTV cameras everywhere and
more number of dustbins all across the country. There should be separate dustbins for different
types of garbage.
Respondent 4 - But dustbins sometimes are a security threat. Terrorists have used dustbins in
the past for terrorizing people.
Respondent 1- CCTV cameras could be used to prevent that. Moreover technology has reached
such a stage that bins which could detect electronic devices have been made, they should be
used which could sound alarm as soon as any explosives is put in it. For such technologies to
come in India, infrastructure has to be developed.
Respondent 5 Even if the infrastructure is developed, but it is not utilized properly then it will
be a problem for the country. For example there are enough toilets in the country, yet open
defecation remains a major problem for this nation. This is because if you charge a fee for the
toilets, then people are reluctant to use the toilets and prefer to defecate in the open. Toilets
should be free for all.
Respondent 6- But if it is free, then they wont maintain it properly.
Respondent 1- For that, they have the money which they are getting from the private companies.
They should use this money. Proper budget should be allocated for this purpose.
Respondent 2 Yes, and as I said it will be a win-win situation for all.
Question- Should there be a day dedicated to Swachh Bharat?
Respondent 1 Not a day, but a whole year should be dedicated for such a cause so that no one
throws the garbage anywhere. We have to change our habits and it will take time, and hence a
whole year should be dedicated for the cause.
Respondent 2- We should start with a day and see the impact it has on the people. If there is
impact, then a longer duration could be dedicated for this mission. When a day will be dedicated
as Swacch Diwas and the people spend the whole day in cleanliness, then they will realize the
importance of cleanliness in the society and in life. They would want to spend another day in
cleanliness.
Respondent 1- Moreover, this mission would have other benefits to the country as well. It would
attract the foreigners to our country which would in turn boost the tourism industry in India.
Respondent 2 Now the foreigners think that India is all dirt and garbage. The image of India
would change with this mission.
Respondent 1- More foreigners would come, and bring in more foreign currency which would
boost the economy.
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Exhibit-4
Focus Group Discussions
7 Respondents, all male
Age Group 25-30
Moderator: What are your views about Swachh Bharat Abhiyaan?
Respondent 1: Swachh bharat is a good project implemented by Modi Government
Respondent 2: It was not implemented by Modi government, only the name was changed from
Nirmal project
Moderator: Do you think the project is effective?
Respondent 1: It is not effective at present but the project is required. Washrooms are just
constructed and not used.
Respondent 3: It started with a good zing and everyone was interested in whatever the
government is trying to do. The Prime Minister (Modi) was himself positive about the project that
it will be good for the country. They fetched big personalities so that everybody is aware of SBA
and people started following that but later we faded out and now we feel that SBA is not
seriously followed by any citizen or any celebrity for that matter and gradually the value is
degrading.
Respondent 4: Anil Ambani never used broom in his life and does promotion for SBA, lot of
people will look at the initiative with skeptical eyes
Respondent 5: Just for the sake of brand, celebrities started cleaning and posing for cleaning
Respondent 2: I think the marketing budget was more than the operational budget
Respondent 4: In order for this type of project to be successful, you need to start from the basic
level - kids. We should have a course on Swachh Bharat in the curriculum of students. This will
make a difference and not photos of Sachin Tendulkar sweeping the roads. If we are going to
internalize these things, then only ensure the effectiveness of the project.
We need to make students aware of this thing and that is how we are going to make culture out
of it.
The present scenario of India is that we throw dirt anywhere. Eat chocolate and throw the
wrapper anywhere. So this is more of culture and need to be addressed at the grass root level.
Respondent 3: We have seen some mentality change in the citizens of India after SBA came in
picture. I am seeing the difference in the behavior of people.
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If we see a college going student, they are now aware that they need to put the wrapper in dust
bin. They are also aware of the fact that solid waste, dry waste, wet waste, bio waste and nonbio waste should be segregated. Everyone is not following but people have started thinking
about it because of the start of the mission.
Respondent 2: I dont think so, as I have always used dustbins.
Respondent 4: SBA have made some difference
Respondent 3: If we look in the statics, we can easily see that there has been increase in the
number of toilets built after the launch of SBA.
Respondent 4: That is where the problem lies!!! Earlier government launched Swarbha Sikhsha
Abiyan and started constructing school but there were no teachers. So we need to work on both
the hardware and software side of the project.
Respondent 2: How many of us would dare to step into public toilets we know how they look
likedo we actually go in there how do we expect other person to go in there!!
Respondent 3: Government planned to build Public toilets as well as household toilets but there
are very less household toilets in rural areas.
Respondent 4: Government has spent lot of money from the budget allotted for the SBA but they
have not been able to drive the message home. In Rajasthan, household toilet has been
successful as the district collectors participated to convey the message and made people aware.
Also, they have included gender inequality as another theme of the project along with Swachh
Bharat. When it comes to some other states, it is not very successful. To make SBA successful, it
has to be taken up by Gram Panchayat, urban Municipal Corporation.
Using celebrity is not going to help.
Respondent 6: Private parties such as TATA, Mahindra Group etc. are showing interest & helping
SBA through CSR (making toilets).
Moderator: Just like celebrities are coming for publicity, dont you think private companies who
do illegal mining in some states are showing interest in SBA, so dont you think people are skeptic
about it?
Respondent 2: When you say something then it should match with what you do. When you keep
on looting people and then you say we have made toilets see, people are not fools.
Respondent 4: It does bring some skepticism when companies like Vedanta help to implement
CSR but it will be better for the society because ultimately the society is benefited.
Respondent 5: The effectiveness of the project decreases as the number of days of the project
increases. In the initial phase of the project, people were talking about the project but now
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people have stopped talking about it. To make SWA more effective we need to inculcate people
instead of forcing people.
In foreign (Europe), people say If you can put money in the bank but why cant you put wrapper
in the dustbin
Moderator: What is the difference between foreign mentality and Indian mentality?
Respondent 5: In the foreign, you are penalized heavily but nothing happens in India.
Respondent 4: If you are in a place which is clean than it gets into your head and you built a habit
of not spreading waste here and there. If you live in society or a place where there is dirt
everywhere and people throw dirt than that habit gets inculcated upon you. So, we need to start
from School level.
England identified the problem early whereas we have identified the problem vey late and also
the population is a factor.
Moderator: Have the communication effective?
Respondent 3: SWA started with the PM himself and later on they used celebrities. The model
they incorporated for financing was that they included corporate.
Respondent 4: Initially the communication was good and later on it became less effective.
Respondent 2: Media showed that celebrities cleaning someone else dirt but unless you teach
people to clean their own mess than SWA is not going to work.
Respondent 1: People throw garbage in the large garbage bins but after some days they are
overflooded and the concerned authority replaces with an empty gabage bin after 2-3 days. So,
the area around the dustbin is not clean due to overflooding. They are not collecting the garbage
daily.
The communication has been delivered but the government is lagging in infrastructure.
Respondent 6: The message should be dont litter apart from keep it clean. It should not be first
litter and then clean
Respondent 7: The basic agenda for the MLAs was to get there photos clicked and publish in
newspaper. There were instances where dirt was brought in and then clean. They are being
photogimic.
The public also understands that it is propaganda.
Respondent 4: there is also structural issue involved with SWA. What is the government doing
for waste management? Municipal trucks are collecting the garbage and dumping in the dumping
grounds. What are you doing after that? Most of these dumping grounds are near the slumps in
urban areas.
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Moderator: Do you think media part was done very well and apart from that nothing has been
done?
Respondent 2: It was a great advertizing campain.
Respondent 4: Actually, people felt good about it but the reality side of SWA started coming out
through social media.
Everyone knew that the problem existed since the government came out with initiative, everyone
started talking about it but within one month it lost its charm
Respondent 6: The government vehicles keep on littering the dirt while carrying to the dumping
area. This part is not changed after SWA.
Respondent 4: The branding part has been done well but they didnt think about the operational
part
Respondent 6: There has been serious quality issue related to building toilets. They are not
functional. People use it to dump garbage. No tap ..No water.
Moderator: What should be done to spread awareness?
Respondent 6: People are aware.
Respondent 5: People should be imposed penalty.
Respondent 6: The problem of open defecation is because of no toilets or dirty toilets available.
So, what a person in pressure will do? There is no facility. We need proper infrastructure. Clean
toilets.
Respondent 4: we need to deliver the message through society meeting, schools, Gram
Panchayats etc.
Respondent 6: They took 10ft land from poor people for making toilets and have created shits.
So, why will the people join SWA.
Respondent 7: People feel that this is not my responsibility to clean the garbage even it is in front
of them. They feel its the responsibility of the government.
People throw garbage outside the garbage bin as it is already full but if the bin is cleaned on a
daily basis than the people will definitely throw garbage in garbage bins.
Respondent 3: we have focused the PM, celebrities and the corporate but we have neglected the
common people in the marketing campaign, who are the soul of SWA. We should make a
common man/woman a brand ambassador. It will help citizens to believe that SWA is their own
thing.
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Respondent 2: I dont agree with what Respondent 3 said because you cannot ask people to do
something without giving any incentive at all.
There should be strict punishments for littering
People understand that they need to be clean but do people have opportunity and facility to be
clean?
An individual have a feeling that what they should be responsible for someone else. People dont
care if garbage is at a distance from them and it is not going to affect them.
Respondent 4: Communication part came before creating proper infrastructure
Respondent 6: We have created a habit and it will take time to change it
Respondent 4: Government should develop good waste management, check garbage are
collected daily, and try to inculcate these behavior in children through schools and community
talks.
Respondent 3: we need to look into regulation side as well. If someone is throwing dirt here and
there, are they being fined?
Respondent 4: But it may lead to another source of corruption. We cannot keep the fine too high
or too low.
Respondent 5: Instant results are not possible. People should be asked to clean their own
surrounding and government should be paid.
Respondent 1: We should have Japanese system of schooling.. children should be asked to clean
their classroom after the class is over.
It should not become like MNEREGA where the same thing is repeated again and money is
wasted.
SWA has been very difficult to implement because of our cultural issue and huge diversity.
Respondent 4: In the next 2-3 years, Government should take up the infrastructure issue built
toilets, try new formulation of effective method of waste management and also try to bring
change in the habit of people by increasing the awareness of people.
Nirmal bharat didnt take off properly. They did spend in advertising but the problem was that
they took a very narrow approach. They were creating toilets in rural areas and the message was
framed for brides and females.
Moderator: What would you do if you were in some power position?
Respondent 2: Stop advertising. Advertising is not the effective way SWA, you have to teach
people and force people to do it. Advertising makes the scheme very popular but not effective.
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Respondent 6: I would like the Government building clean. People will see that the Babus have
changed; they will also like to change and keep their society clean.
Respondent 3: If I were in a powerful position than I will like to bring change in my jurisdiction
and try to market that just like Mr. Modi marketed Gujarat model of development for election.
We need to set an example can you give me an example of a city which has been cleaned which
can be projected.
Respondent 4: Mysuru was already a clean city.
Respondent 3: Did they rip the benefit from Mysuru? They should have projected the city and
have asked people to be like Mysuru.
Respondent 4: Advertising should continue. It keeps reminding people again and again. They can
ask Mr. Modi to speak about it in Maan ki Baat
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Exhibit-5 In-depth Interview

1st Interview (Summary)
Middle aged Man (40-45 Years old)
Q. Have u heard about Swachh Bharat Abhiyaan?
A. Yes
Q. What are your views on it? Please elaborate.
A. Good initiative. Look at other countries and look at India,
Q. The SBM program was launched in 2014.Have you seen any effects so far??
A. People have become more aware. Earlier people used to throw garbage anywhere but this
attitude has changed now. People now look for dustbins for throwing stuff.
Q. Is there any Impact of Celebrity Endorsement?
A. Yes. It does impact people psyche. If I and you ask people not to do something, it would hardly
have any impact but when a celeb endorses, people listen and also follow sometimes.
Q. Who is more responsible for success of SBM Govt. or Common Man?
Common man has to do his part. Govt. can only create a framework. See, whenever we go outside
India, People behave differently and consciously take care of cleanliness and doesnt litter. I have
a habit to look for dustbins.
Q. Is govt. doing enough?
A. Awareness levelYes but as far as infrastructure is concerned, a lot is left desired. Not enough
dustbins at public places. Lot of times, we have to throw stuff at random places due to lack of
availability of Dustbins. Corruption at ground level is also a menace. It will take at least ten years
before the situation improves.
Q. Do you have kids? Are they aware of Swachh Bharat Abhiyaan?
A. Yes, I have kids and they are aware. Its being discussed repeatedly in their schools.
2nd Interview (Summary)
Young Man (22-25 years old)
A. Yes.
A. Good initiative by Government but people dont follow.
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A. Yes. Municipal Corporation does its job pretty well. Earlier this was not the case.
A. No. If you are not inspired yourself, Amir Khan will not make you clean your homes. Our Prime
Minister is cleaning roads and urging people to do the same. If they are not listening to him, I
dont think they will listen to any celebrity. For Celebrity, its mostly business.
A. We have keep our houses clean. Some people dont change their habits. They are still throwing
garbage wherever they feel like. But Government buildings and railways are much cleaner than
before. This definitely some seriousness than before. When people see their friends, colleagues
cleaning their houses, throwing garbage in bins, some impact is definitely there.
A. Yes. But I Dont think the SBM mission will succeed by 2019.
A. No. I dont know if school are teaching their students regarding SBM and Cleanliness.
3rd Interview (Summary)
Young Man (24 years old)
A. Yes.
A. Its a very good initiative by govt. of India. In a specific area, its impact could be seen but at
local areas you will find same old pathetic situation.
A. Yes.
A. Yes, people listen to celebrities.
A. People are responsible. Govt. wont clean their houses. If we wait for govt. policy to be
implemented, then lot of time will be consumed without yielding any results.
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A. Yes. But the policy implementation takes long time. These is issue of funds as well.
Government should increase awareness at small villages as well. I am from kasha, there people
follow our PM and the Ghats are much cleaner now.
A. No. But, I think they are aware.
4th Interview (Summary)

Old Man (65 years old, was giving very limited reply)
A. Yes
A. Good Views.
Q. The SBM program was launched in 2014.Have you seen any effects so far?
A. Yes
A. Yes, people listen to celebrities.
A. People are responsible. Govt. wont clean their houses.
A. Yes.
A. Yes and also grand kids. But, I dont know if they are aware of SBM or not.

Young Man (28 years old)
A. Yes
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A. It works. Earlier, people used to litter everywhere but now, that practice is frowned upon.
Now, I rarely see people spitting on the road. I wont say that our country has become clean but
we are on the right track.
Q. The SBM program was launched in 2014.Have you seen any effects so far?
A. Like I said. The attitude of people has changed towards cleanliness.
A. For celebrity, its mostly money making practice but people listen and follow them, so yes,
some impact of celebrity endorsement is definitely there.
A. BOTH. Government has to provide infrastructure whereas people have to ensure cleanliness.
People urinating on streets is not only because of habit but also due to absence of clean public
toilets.
A. Govt. is doing but it is not enough. The grass root perforation is not there. Things have
improved but lot is left to be desired.
A. No, I dont have Kids. But, I have seen kids carrying pamphlets of SBM many times, so they
must be aware.

Middle-aged woman, 39
Q. What is your idea about Swachh Bharat?
A. Keeping Roads & surroundings clean.
Q. How effective has it been till now?
A. No effectiveness, seen only on tv, no ground reality
Q. What do you think of the communication campaign used for Swachh Bharat?
A. Celebrity campaign is good but not effective. Have to take it to the ground level
Q. What kind of effect will the celebrities have?
A. Celebrities only do for photos
Q. How different Swachh Bharat had been, compared to other govt campaigns?
A. All govt campaigns are same, not effective, just talking
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Q. What measures do you suggest to improve the effectiveness of the campaign, if you have the
authority?
A. Have to cultivate the habit from school age
Impose fine
Dustbins at frequent places by govt

Middle-aged woman, 35
A. Cleanliness, toilets
A. Some effectiveness, good add campaign, mindset of people is changing slowly seeing
the advertisements
A. Add campaign is not reaching to everyone
A. Only for publicity
A. Add campaign for SBM is different from other programs. Govt has invested more into
this.
authority?
A. Penalty
More publicity
Should reach in the villages
More people should practice SB to motivate othersz.

Young man, 24
A. Swacthata, cleanliness, neatness, surroundings
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A. Little effectivenss, news, TV radio

Only in metro cities. Outside metro cities majority of the people doesnt know about this
A. Add campaign is not effective. Even after an year of this campaign very few practice SB
A. Celebrities do for name and fame
A. All govt projects are same, Not effective, just talking, no implementation
authority?
A. Have to cultivate the habit, should broadcast more adds who practice SB
Young girl, 24
A. Good initiative
A. Good celebrity campaign, they respond well
Govt needs to get the campaign to common man
No of toilets being constructed should be used effectively
A. As said, celebrity campaign got attention of everyone, but failed at latter part.
The campaign got recognition but did not get the common man to respond.
A. Not everyone do for publicity. But yes, there are many celebrities, politicians who
misused the campaign
A. No govt campaign has got this kind of publicity before. It shows Modi is more serious
about it.
Hope that it doesnt get stopped like previous projects.
authority?
A. Community meetings in the society
49 | P a g e
Impose fine
More extensive publicity
Middle aged woman (30-35 years)
A. People are facing lot of problems with waste materials disposed around. Swatch bharat
is all about removing waste materials which causes different illnesses to the people and
making their lives simpler.
A. Yes, it is good. Because of this many people are able to keep themselves health keeping
their surroundings clean.
Not implemented in many areas, ex rajasthan, gujarat 50%
A. They are doing quite good. Barking dogs
A. Modi he himself cleaned roads what wrong if I do.
A. No difference. All govt campaigns are for people
authority?
A. Net, newspaper, tv, radio
Pamphlets
Educate them, Punishments, fine
50 | P a g e
Exhibit -6: FGD Questions

Introductory Questions:
1. What are your views about Swachh Bharat Abhiyaan?
2. What changes have you noticed after the launch of Swachh Bharat Abhiyaan?
3. Whats your opinion on practice of open defecation?
Follow-Up Questions:
4. Has the communication of Swachh Bharat Abhiyaan been effective?
5. What is your opinion about the impact of celebrities campaign for Swachh Bharat
Abhiyaan?
6. Will construction of public toilets for floating population resolve the issue?
7. Are people reluctant to change their habits?
8. What should be done to bring behavioral change in people towards cleanliness?
9. What influences you to be a part of Swachh Bharat Abhiyaan?
10. What are your views on waste management at household level and how can we make it
more effective?
11. Should government impose penalties for littering?
12. Will designating a day as Swachhta Diwas for Swachh Bharat Abhiyaan have an impact
on people?
13. Are you aware of Nirmal Bharat and how is it different from Swachh Bharat Abhiyaan?
14. What should be done for effective communication of Swachh Bharat Abhiyaan?
Exit Question:
15. Is there anything else youd like to say about our Swachh Bharat Abhiyaan?
51 | P a g e
Exhibit 7(Identified Concepts in Focus Groups)
1. Effective Communication
Strategy
2. Attitudes towards Celebrities
3. Common Man as Brand
Ambassador
4. Private Party Involvement
5. Lack of Infrastructure
6. Unhygienic Toilets
7. Include Swachh Bharat
Abhiyaan in school curriculum
8. Impose Penalty
52 | P a g e
17-20 Years
Old
Yes
20-25 Years Old
25-30 Years Old
Yes
Neutral
Yes
Yes
Yes
Yes
No
Yes
No
Neutral
Yes
Yes
No
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
Yes
Exhibit -8 (Questionnaire)
1. What is your age?
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 or older
2. What is your gender?
Female
Male
3. What is your approximate average monthly household income?
0-24,999
25,000-49,999
50,000-74,999
75,000-99,999
100,000-124,999
125,000-149,999
150,000-174,999
175,000-199,999
200,000 and up
4. What is the highest level of education you have completed?
Did not attend school

High School
Graduate
Post Graduate
PhD
5. Please rate the following pair of government initiatives on a scale of seven based on how
similar or dissimilar they are:
Pair
Swachh Bharat Nirmal Bharat
Swachh Bharat Namami Gange
53 | P a g e
Very
Dissimilar
1
2
1
2
Very Similar
3
3
4
4
5
5
6
6
7
7
Swachh Bharat Bal Swachh Mission

Swachh Bharat Pulse Polio Initiative
Nirmal Bharat Namami Gange
Nirmal Bharat Bal Swachh Mission
Nirmal Bharat Pulse Polio Initiative
Namami Gange Bal Swachh Mission
Namami Gange Pulse Polio Initiative
Bal Swachh Mission Pulse Polio Initiative
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
6
6
6
6
6
6
6
6
7
7
7
7
7
7
7
7
6. How effective were the following government schemes?
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Ineffective
Ineffective
Somewhat
Ineffective
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Ineffective
nor
Effective
4
4
4
4
4
4
Somewhat Effective
Effective
Very
Effective
5
5
5
5
5
5
7
7
7
7
7
7
6
6
6
6
6
6
7. Please indicate your perception of the communication strategy of the following

government schemes?
Completely
Unsuccessful Somewhat
Neither
Somewhat Successful
Unsuccessful
Unsuccessful Unsuccessful Successful
nor
Successful
Jan Dhan 1
2
3
4
5
6
Yojana
Swachh
1
2
3
4
5
6
Bharat
Pulse Polio 1
2
3
4
5
6
Make in 1
2
3
4
5
6
India
Nirmal
1
2
3
4
5
6
Bharat
MGNREGA 1
2
3
4
5
6
54 | P a g e
Completely
Successful
7
7
7
7
7
7
State your agreement or disagreement with the following Statements: 1 (Very Strongly Disagree)
7 (Very Strongly Agree).
8. I think this scheme is targeted on rural customers
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
9. I think this scheme is targeted on urban customers
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
10. I think this scheme is targeted on the lower strata of the society
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
55 | P a g e
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
Very
Strongly
Agree
7
7
7
7
7
7
11. I think this scheme is targeted on upper class of the society
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
12. Swachh Bharat has been effective in which regions of India?

Very
Strongly
Disagree
North India
1
Central India
1
East India
1
West India
1
North East 1
India
South India
1
Throughout
India
Strongly
Disagree
Disagree
Agree
Strongly
Agree
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
2
2
2
2
2
2
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
13. I think this scheme will lead to development
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
56 | P a g e
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
14. I think this scheme will lead to reduction in corruption
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
15. I think this scheme has led to an impact that I can see with my eyes
Jan Dhan Yojana

Swachh Bharat
Pulse Polio
Make in India
Nirmal Bharat
MGNREGA
Very
Strongly
Disagree
1
1
1
1
1
1
Strongly
Disagree
Disagree
2
2
2
2
2
2
3
3
3
3
3
3
Neither
Disagree
nor Agree
4
4
4
4
4
4
Agree
Strongly
Agree
5
5
5
5
5
5
6
6
6
6
6
6
Very
Strongly
Agree
7
7
7
7
7
7
16. I feel the following communication strategies are effective for the success of Swachh
Bharat
TV
advertisements
Newspaper
advertisements
Online
advertisements
Use of celebrity
Example set by
Modi & others
Involvement of
common public
57 | P a g e
Very
Ineffective
Ineffective
Somewhat
Ineffective
Somewhat Effective
Effective
Very
Effective
Neither
Ineffective
nor
Effective
4
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Involving school 1
/college
students
17. What will increase the effectiveness of Swachh Bharat? State your agreement or
disagreement
Very
Strongly
Disagree
Penalty
1
Naming
& 1
Shaming people
who
are
responsible for
littering
More word-of- 1
mouth
popularity than
media coverage
Naming
& 1
Shaming
companies who
are responsible
for littering
Door to door 1
awareness
Large number of 1
dustbins
&
toilets
Strongly
Disagree
Disagree
Agree
Strongly
Agree
3
3
Neither
Disagree
nor Agree
4
4
5
5
6
6
Very
Strongly
Agree
7
7
2
2
Agree
Strongly
Agree
5
5
5
6
6
6
Very
Strongly
Agree
7
7
7
5
5
6
6
7
7
18. Why do you think cleanliness is important?

Very
Strongly
Disagree
Healthy Life
1
Disease-free Life 1
Neat & Clean 1
Surroundings
Beautiful Society 1
Economic
1
Benefits
58 | P a g e
Strongly
Disagree
Disagree
2
2
2
3
3
3
Neither
Disagree
nor Agree
4
4
4
2
2
3
3
4
4
19. Why do you think this government is focusing on Swachh Bharat?

Very
Strongly
Disagree
Healthy Nation
1
Reduce
open 1
defecation
New means of 1
corruption
Build
1
Governments
image
Gain
Private 1
Funds
New means of 1
income
Development
1
Strongly
Disagree
Disagree
Agree
Strongly
Agree
3
3
Neither
Disagree
nor Agree
4
4
5
5
6
6
Very
Strongly
Agree
7
7
2
2
2
Agree
Strongly
Agree
Very
Strongly
Agree
7
20. Swachh Bharat has been successful in

Very
Strongly
Disagree
Construction of 1
toilets
Awareness
1
about
public
cleanliness
Reduction
in 1
open defecation
Better working 1
municipalities
Improving
1
quality of life
Reducing
1
number
of
people throwing
garbage
irresponsibly in
public places
59 | P a g e
Strongly
Disagree
Disagree
Neither
Disagree
nor Agree
4
Making
next 1
generation
sensitive to next
generation
21. Have you seen #MyCleanIndia advertisement?
If yes, Please state your agreement or disagreement

Very
Strongly
Disagree
1
I liked the ad
This
ad
seemed
realistic to me
The ad would 1
leave
an
impression on
people
The ad would 1
help change
peoples
behavior
The ad would 1
help
in
reducing
uncleanliness
60 | P a g e
Strongly
Disagree
Disagree
Agree
Strongly
Agree
Neither
Disagree
nor Agree
4
Very
Strongly
Agree
7
22. Have your seen #DontLetHerGo advertisement?
.
If yes, Please state your agreement or disagreement
Very
Strongly
Disagree
1
I liked the ad
This ad seemed
realistic to me
The ad would 1
leave
an
impression on
people
The ad would 1
help
change
peoples
behavior
The ad would 1
help in reducing
uncleanliness
61 | P a g e
Strongly
Disagree
Disagree
Agree
Strongly
Agree
Neither
Disagree
nor Agree
4
Very
Strongly
Agree
7
Exhibit 9 (Communication Effectiveness Cluster-wise)
Exhibit 10 (Development Cluster-wise)
62 | P a g e
Exhibit 11 (Effectiveness Cluster-wise)
63 | P a g e
Exhibit 12 (Attribute based clustering)
64 | P a g e
Exhibit 13 A: Perceptual Map from MDS (Torgerson Configuration)
Exhibit 13B: Similarity Data (Average Score)
Swachh Bharat
Swachh Namami Bal

Bharat Gange
Swachh
Mission
0
Pulse Polio Nirmal

Initiative
Bharat
Namami Gange
4.1
Bal Swachh Mission
4.1
3.7
Pulse Polio Initiative
3.2
3.8
4.7
3.9
3.2
Nirmal Bharat
65 | P a g e
Exhibit 13C: Similarity Data (Distance)

Swachh Namami Bal
Bharat Gange
Swachh
Mission
Pulse Polio Nirmal

Initiative
Bharat
Swachh Bharat
Namami Gange
0.9
Bal Swachh Mission
0.9
1.3
Pulse Polio Initiative
1.8
1.2
0.3
1.1
1.8
Nirmal Bharat
66 | P a g e
Exhibit 14A: Advertisement for Swachh Bharat Abhiyaan

#MyCleanIndia
67 | P a g e
#DontLetHerGo
Exhibit 14B Advertisement testing result

The ad would help in reducing
uncleanliness
The ad would help change peoples
behavior
The ad would leave an impression on
people
This ad seemed realistic to me
I liked the ad
0
#DontLetHerGo
#MyCleanIndia
68 | P a g e
Exhibit 14C
Advertisement testing result (Average scores based on 7 = Very Strongly Agree and 1 = Very
Strongly Disagree).
#MyCleanIndia
#DontLetHerGo
I liked the ad
4.10
5.02
This ad seemed realistic to me
4.79
3.89
The ad would leave an impression on people
4.39
5.02
The ad would help change peoples behavior
4.26
4.74
The ad would help in reducing uncleanliness
4.27
4.79
Criteria
69 | P a g e

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SWACHH BHARAT ABHIYAAN

MRIS Project Report

To determine the public perception about Swachh Bharat Abhiyaan.

Communication strategy has been effective in creating awareness among people.

To eradicate the system of open defecation in India.

Percentage of people aware about

Reasons for ineffectiveness

People Awareness and knowledge

Exploratory Research: Qualitative Research

Confirmatory Research: Quantitative Research

Data Analysis Plan

Conducting Focus Groups

Label & Archive

Conducting In depth Interview

Data Analysis & findings

Qualitative Analysis : Findings

Effectiveness of Communication Strategy = 0 + 1 Tv_Ad+2 News_ Ad+3 Online_Ad+ 4

Std. Error of the

a. Dependent Variable: EffectivenessOfCommunicationStrategy

KMO and Bartlett's Test

Total Variance Explained

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

dimension and the attributes InvolvementofCommonPeople and Involving_Students are more

Std. Error of the

Rotated Component Matrixa

Reduction in open defecation

Better working municipalities

Improving quality of life

throwing garbage irresponsibly in

Std. Error of the

Current Government Schemes vs. Previous Government Schemes

JAN DHAN YOJANA

Perception of Communication Strategy:

JAN DHAN YOJANA

Targeting Upper Class:

JAN DHAN YOJANA

Targeting Lower Strata:

JAN DHAN YOJANA

Multidimensional Scaling Analysis

Gender - ( Male / Female )

Exhibit-5 In-depth Interview

4th Interview (Summary)

5th Interview (Summary)

6th Interview (Summary)

7th Interview (Summary)

8th Interview (Summary)

A. Little effectivenss, news, TV radio

Exhibit -6: FGD Questions

Exhibit 7(Identified Concepts in Focus Groups)

20-25 Years Old

25-30 Years Old

2. What is your gender?

3. What is your approximate average monthly household income?

4. What is the highest level of education you have completed?

Did not attend school

Swachh Bharat Bal Swachh Mission

6. How effective were the following government schemes?

Jan Dhan Yojana

7. Please indicate your perception of the communication strategy of the following

Jan Dhan Yojana

9. I think this scheme is targeted on urban customers

Jan Dhan Yojana