Sharma has been picked as a female ambassador of one of India’s biggest nationwide cleanliness drives, and her selection has been attributed to her popularity amongst the youth of the nation, particularly women, both across the urban and rural sectors.
Apparently, “ As per research done extensively by the government, men resist using and building toilets in rural and remote areas but women really want to use these. They are often unable to do so as the men don’t feel the need for it. Consequently, they end up defecating in open spaces like fields and farms which has many risks and dangers for women. Adverse effects of open defecation include spread of disease and safety of women and children. The safety of women is threatened because of going alone to the fields and other places solely because they are unable to use the toilets. Given that Anushka has wide appeal with young audiences and has played inspiring female characters onscreen, the government felt she would resonate with women, and was therefore chosen for the campaign.”
The government source went on to add that the PK actress was shocked upon finding out about the problem of open defecation, and immediately decided to become a part of this drive to spread awareness.
“When Anushka found out these details, she was shocked and decided right there and then that she must do this campaign. Centric towards achieving behavioural change in people, especially in motivating women who can take a step and drive men to use toilets, Anushka as a strong opinion influencer is the perfect fit to widen the message. The ministry felt that her influence will help with their outreach greatly and therefore, has chosen her as the face of this campaign. She has shot for two TVCs themed around an anthem like song for the campaign encouraging women to step up against open defecation and for construction of toilets with government initiative.”
Anushka will soon be seen in two new TVCs for the Swachh Bharat Campaign, and based on the quality of her work within the last year, these TVCs will be worth the wait.