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Latest Swachh Bharat Campaign Video teaches Civic Responsibility with a Divine Twist


The new Swachh Bharat campaign video #Don’tLetHerGo is here to spread the message that cleanliness is equal to godliness.

Varamahalaksmhi, the Hindu festival to appease Lakshmi, the goddess of wealth and prosperity, is around the corner.

According to tradition, homes all over the country will do some rigorous cleaning of their houses in order to sanctify the space as an invitation to the goddess. According to ancient Hindu beliefs, a clean living space reflects our internal spiritual condition.

The new Swachh Bharat campaign #DontLetHerGo, starring Kangana Ranaut as goddess Lakshmi, plays on this very idea to remind people why cleanliness is next to godliness and why the success of the campaign depends on each individual.

The video that is going viral features familiar faces like Isha Kopikar, Omkar Kapoor and Ravi Kishan.

And then there’s Amitabh Bachchan lending his voice to propagate this message of civic responsibility as well.

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