Modi’s initial nine include author and Goa governor Mridula Sinha, former cricketer Sachin Tendulkar, Congress MP Shashi Tharoor, yoga guru Ramdev, industrialist Anil Ambani and actors Kamal Haasan, Priyanka Chopra and Salman Khan. The team of ‘Tarak Mehta Ka Oolta Chashma’, a sitcom, have also been invited.

Over 600 million people in India, or about 53 percent of Indian households, defecate in the open, without using a toilet or latrine, according to the World Bank (pdf), leading to high infant and child mortality. Inadequate sanitation alone costs the country over $54 billion—the entire GDP for Croatia—every year.

“If you see dirt anywhere, take a picture and upload in social media. Then take a video of you cleaning it and then upload the photo of the clean spot,” Modi instructed, adding that the eventual expectation was that individual citizens and government institutions spend 100 hours on cleanliness each year.

It may be far too early to assess whether Modi’s ambitious plan will work, nonetheless get ready to have your social media feeds inundated with ‘Clean India’ videos, particularly if Facebook’s Mark Zuckerburg, who is visiting this month, actually ends up backing the campaign.

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