This two minute and forty second video, very simply and subtly teaches an important lesson of cleanliness, and emphasizes why keeping India clean should be a personal goal. Kangana Ranaut plays Goddess Lakshmi who disappears in front of anyone who litters, in this entertaining and thought-provoking video.
The video – now viral – aiming to spread the message that cleanliness is next to godliness, is clearly resonating with the masses. The video’s popularity is growing at a rapid pace and has caught the attention of Prime Minister Narendra Modi, who gave another fillip to the video by tweeting it to his millions of followers.
He said: “Interesting video#DontLetHerGo! What are you doing for #MyCleanIndia. Tell me on the App. nm4.in/dnldapp.”
Directed by Pradeep Sarkar of “Parineeta” fame, the video, which released Aug. 10 on the “Aur Dikhao” YouTube channel, was produced by philanthropists and industrialists Aneel Murarka and Manish Murarka, the brains behind “#11minutes,” the quirky anti-smoking short film starring Sunny Leone, which also broke the internet.
Amitabh Bachchan lends his signature baritone voice to the video, also making an appearance at the end.
“It is now time that we all come together to make India a dream country, a clean country. So please support this initiative and prosperity comes from cleanliness,” Amitabh says after the video.
“After we finished the shoot, I still felt that something was missing somewhere,” Aneel Murarka told India-West. “I thought why not talk to the legend Mr. Bachchan if he can give his voice. So we went to him and he just flipped over the idea, saying, ‘it’s a great idea. I would love to be associated with it.’ His reaction was so spontaneous.”
This short film, which also features actors such as Isha Koppikar, Ravi Kishan and Omkar Kapoor, gives a boost to Prime Minister Narendra Modi’s ambitious project, the “Swachh Bharat Abhiyan” (Clean India Mission), which focuses on making India clean. And so seeing the soaring popularity of it, the government has decided to take the film nationwide in order to amplify the reach of this message.
Aneel Murarka (nephew of India-West publisher Ramesh Murarka) told India-West that he met with the Urban Development Minister M. Venkaiah Naidu Aug. 19 to further discuss the details.
“The central government had invited me to Delhi today,” he said. “They have requested us to join hands with them, with no monetary benefits, but if we join they will be happy to promote it, take it forward pan India. It’ll go digital, in the cinema halls, on TV channels and on hoardings throughout India.”
Bollywood stars wield enormous power over fans in India, noted Aneel Murarka, who has worked on a lot of socially conscious projects in the past.
“We basically look at working on projects that address the social issues. We have done a lot more apart from this, but unfortunately they haven’t gone viral like these,” he said. “Definitely, having a star cast makes a difference. In the Indian continent, Bollywood sells like hot cakes. If I, Aneel Murarka, as a common man will say something, probably no one will listen to me.”
Murarka, who said he was “speechless” when he first saw Prime Minister Modi’s tweet, will continue to make films that have a strong social message. Some of the issues that he plans to take on include breast cancer awareness and blood and organ donation.
“When you try to put in your best of efforts, without taking any obligations from anybody and when you get a treat from no other than the Prime Minister of the country, you definitely feel elevated to the utmost,” he said.
No matter who you are or which faith you practice, one needs to understand the underlying message behind this video, said Murarka.
“The Indian continent today is afraid of the super power. That’s what I had in my mind… whether it’s a Hindu or Muslim or Sikh or a Christian, everybody wants money. When we refer to Lakshmi, we are talking about money power. Let us promote the cause and make India shine,” he said.
Watch “Don’t Let Her Go,” the latest promo video for ‘Swachh Bharat Abhiyan’ here: