There is a new effort to raise awareness about littering and waste in India and below is the Bollywood production of a television ad to promote it:

What’s interesting about this ad is the use of religion and culture as a means to push people to change their behaviour. There is quite a bit of evidence to suggest that this is a much better strategy in India than any other logical or rational appeal. It may be putting fear into people that the goddess Lakshmi will no longer grace their homes if they are unclean–inside or outside their homes, makes no difference–but at this point I’m ready to go with fear as a vehicle if it can help. In any case, it’s a well crafted ad!


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