Since its launch two years ago, on Oct 2, 2014, the Swachh Bharat Mission has persisted in the country’s imagination as a task worth pursuing, aimed at transforming peoples’ attitude towards open defecation once and for all. The sustained impetus to the scheme, including new behavioural change ads, has raised hope amidst the current stinking despair that an end will be put to the national scourge by 2019.
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