“Indore banega no. 1, Indore rahega no. 1” every citizen in Indore is chanting the slogans of clean Indore green Indore. The consistent win of Indore in becoming the cleanest city for 2 consecutive years is the most prestigious moment for Indore in the recent decades. The major contribution to the journey was Social Media Communication. Over the period of time, Social media has been a boon to create awareness and educate people across the globe. We have many good examples to list from such as the demonetization campaign, Narendra Modi’s Swacchh Bharat Abhiyan campaign and alsoSwacchh Indore campaign. The campaign was titled as “Indore Banega no. 1”

This started some two years ago when the most populous city of Madhya Pradesh ‘Indore’,often tagged as commercial capital because of its varied opportunities, portrayed an ugly picture being an unhygienic city. The data reports that during SwachtaSurvekshan Survey in 2014 Indore ranked at 149 thplace in the tally. [Source]

The ranking was a major disappointment for the citizens as well as the administration, this was Where the tale of change began. The idea of making ‘Indore’ the cleanest city in India was flourished and nurtured by the Municipal Corporation of India. They came up with exceptionally brilliant ideas to promote the sense of cleanliness and hygiene in the society which resulted in their win and getting the tag of “cleanest city” for consistent two times.

“There have been a lot of efforts that have been made to clear the city from garbage from supplying special vans to ensure that the garbage was timely collected across the city. Secondly, the corporation took a lot of effort to ensure that there was an awareness created regarding cleanliness and the mission,” said Changiram Yadav, a corporation councilor.

After lining up all the traditional practices of promoting and creating awareness through print media and events, we came up with digital promotional practices to contribute in the major campaign of ‘Swacch Indore’. Dazzel Digital being the digital partners of the campaign collocated few of the major awareness ideas to bridge the gap between MCI and citizens of Indore.

Ever since the launch of Swacch Bharat mission, Indore Municipal Corporatio

n was determined enough to take a step ahead and claims to have covered all of its wards with a door-to-door solid waste collection, instituted waste segregation, and installed tracking devices for garbage trucks. The major contribution to spread the ideas and techniques of waste collection would have been possible only because of major ‘Social media’ tools.

There was a 14 years old boy named Rahul who was an active Facebook user. Once he went on an outing with his dad. His dad bought him some wafers. After some time his dad threw the leftovers and packet of the wafer on the streets. The boy picked up the packet and threw it in the dustbin which wrote “dry waste (Sukhakachra)”. And the very next moment he shared his picture on the Facebook page where people across the city were uploading their pictures of clean Indore. This made his dad ashamed of his habits and proud of his son’s habits.

Indore has been first declared as the cleanest city in 2017. But with the course of time, social media and digital marketing have been contributing a lot in sustaining its No. 1 position. This time in 2018 we have made it to the result only because of the social media promotion. The project was initiated by floating relevant information in the most populated social networking site ‘Facebook’.In 2017 when Indore was declared clean and hygiene for the first time, it wasn’t very difficult. But competition this time was way too tough!

While the offline promotional campaigns were floating with the unique tactics like wall paintings and announcements in the public transports, we came up with exceptional digital campaigns. We made several frames related to the campaign which were circulated via Facebook. Frames like “Indore rahega no.1”. Tagging people across the network in order to spread the information was our next step.

Eventually, with the campaign, there was a song launched in India “Halla ho halla” sung by Shaan. The song portrayed the enthusiasm and feeling to bind people together to make this campaign working. This was the one song that every citizen of Indore had accepted and chants rhythmically with its tone to celebrate cleanliness.

The song was optimized and ranked at top ranks in the YouTube by the apt keyword rankings. We even floated the video song all over the social media and successfully gained 3lakh views.

We clicked the photographs and recorded videos of the events that were carried out across the city and shared them via Facebook, Instagram, and YouTube. Undoubtedly the awareness percentage grew from 10% to more than 100% when we actively participated in spreading awareness through social platforms. Hashtags have been the best way to tag people and encourage them to participate. Social media has proven to be the most successful stepping stone in Indore’s most honored tag of being the cleanest city. This is what people in Indore have to say about it.