Sachin Tendulkar may become the new face of National Mission for Clean Ganga
This comes amid a barrage of criticism over the ineffectiveness of the mission, as the pollution levels in the Ganga have scarcely improved according to most assessments, even as there has been some visible improvement on the ghats along the river.
"We are in talks with Sachin Tendulkar to help us take the campaign to the people.
His office has indicated that he is agreeable to the idea.
Queries emailed by ET to Tendulkar’s office did not elicit any response till late evening on Wednesday evening.
Officials said the campaign will unfold across all media formats.
The mission is among the top priorities of the government and Prime Minister Narendra Modi, who represents Varanasi in Lok Sabha, is himself deeply committed to it.
The PMO is now closely monitoring progress on the mission, with weekly meetings being held with the NMCG to ensure that some results are visible by 2018, ahead of the next general election.
The government is of the view that apart from sustained effort to fasttrack the project on specific outcomes, especially to check industrial and sewage related water pollution, there is a pressing need to build a public momentum and a sense of citizen ownership of the mission.
The campaign apart, the NMCG is set to unveil a series of events around the Ganga to create a "visible buzz" around the mission.
A Ganga Yatra on the lines of the ‘Narmada Yatra’ launched by Madhya Pradesh Chief minister Shivraj Singh Chauhan is on the agenda but in a shorter format.