You can usually spot government ads from a mile off by their total lack of imagination (as far as the content goes), the naive acting and almost non-existent production value. The ad on Swachh Bharat was, however, a pleasant surprise. So much so that I could hardly believe that it was a government ad. :-)

The setting is one of the lanes in an Indian village. 3 kids are shown roaming about aimlessly, playing with discarded tyres, when one of them spots a new bike parked by the side of the road. They immediately sit on it, acting as if they are driving it at top speed. The villagers going about their business notice this and stop to admire the bike. Just then a guy, who owns the bike, comes out of his house - carrying a bucket. It is evident that he is going out somewhere to defecate. The kids notice him and immediately get off the bike, making faces and wiping their hands on their shirts. The guy is embarrassed as the onlookers break into peals of laughter. A villager asks them all to shut up and announces that the owner does have a toilet in his house. A dramatic pause later he adds that what he lacks is the habit to use it. Everyone starts to laugh again and the embarrassed guy runs into the house to get into the toilet.

While it is sad (not to mention shameful!) that even 70 years after the independence we have to resort to advertising to convince people to use indoor toilets, the ad makes good use of the societal pressure that reigns supreme in the lives of so many Indians. And does it with a good dose of humor too.

Well, the jury is still out on whether the Modi government had indeed brought the much-promised Acche Din (good days) to India, it has brought a much-needed breath of fresh air to the government ads, if this ad is anything to go by.