Surat Appoints 100 Social Media Creators as Cleanliness Ambassadors

Surat | Gujarat — Surat, long hailed as one of India’s cleanest cities, is now turning to the power of social media to strengthen its image and deepen public participation in sanitation efforts. In a first-of-its-kind initiative, the Surat Municipal Corporation (SMC) will appoint 100 content creators as official cleanliness ambassadors to amplify the city’s Swachhata message.

The decision has been spearheaded by Municipal Commissioner M. Nagarajan, who believes influencers can play a decisive role in shaping civic behaviour, especially among the youth.

“Today’s generation consumes information primarily through social media. If influencers speak about cleanliness, the impact will be deeper and more lasting,” Nagarajan said.

Campaign to Begin March 7

Under the new campaign launching March 7, 50 content creators from Surat and 50 from across Gujarat will be selected. Eligibility criteria include having more than 100 followers on platforms such as Instagram, Facebook and X (formerly Twitter).

These creators will use Instagram Reels, short videos and vlogs to spread awareness about keeping public spaces clean, discouraging littering, and highlighting the civic body’s sanitation initiatives.

Officials say the move is designed not just to showcase municipal achievements, but to encourage behavioural change at the grassroots level.

Inspired by Swachh Bharat Model

Sources within SMC revealed that Nagarajan had earlier implemented a similar model during his tenure with the Swachh Bharat Mission, where digital engagement significantly improved citizen participation.

“Social media provides direct access to people’s daily lives. A 30-second reel by a trusted local influencer can sometimes achieve what traditional advertising cannot,” a senior civic official noted.

Focus on Micro-Influencers

Interestingly, the campaign will not be limited to high-profile influencers. Micro-creators with smaller but engaged audiences will also be included to ensure the message reaches every segment of society.

Selected ambassadors will be tasked with producing creative, relatable content — from showcasing clean neighbourhoods to encouraging segregation of waste and responsible disposal practices.

A Digital Push for Civic Responsibility

Surat has consistently ranked high in national cleanliness surveys, and officials are keen to maintain that momentum. By blending governance with digital storytelling, the city aims to inspire citizens — especially the youth — to become active participants in sustaining cleanliness.