SAB TV to back Modi's Swachh Bharat Abhiyan

After the team of Taarak Mehta Ka Ooltah Chashmah was invited by Prime Minister Narendra Modi to be part of his Swachh Bharat Abhiyan, SAB TV has decided to roll out an aggressive campaign through integrated content across all its shows in support of a clean and green India.

"We will continue to contribute towards the campaign and many other relevant social and civic issues through our entire portfolios of brands," Anooj Kapoor, senior executive vice president and business head, SAB TV, said in a statement. Through its planned innovative content integration of Swachh Bharat Abhiyan across all the popular shows, the light-hearted family entertainment channel will invite participation from its family-viewing audiences across the country.

Further, the channel will leverage social media to engage its four-million-plus active fans with the cause.

Modi's campaign aims to create a "clean India" in the next five years and was launched Oct 2 with much fanfare all over the country.