Last year on Gandhi Jayanti, Javed Akhtar had picked up the broom to sweep the platform at Mumbai Central station for the Swachh Bharat Abhiyan. This year, he has picked up the pen to write lyrics for a music video that will spread awareness about the campaign. Scoring the music for the video will be Shankar-Ehsaan-Loy. Minister of state for urban development Babul Supriyo, who conceived the project, has got in touch with Mukesh Bhatt for making the music video.

"Ever since the launch of this project that's under my minister, we have received a spontaneous response from everywhere," said Supriyo. "Now, we want to take the campaign to a different level." On June 29, representatives of the ministry met Akhtar, Bhatt and Shankar Mahadevan in Mumbai. While discussions on the video began, reference was drawn to the 'Mile Sur Mera Tumhara' video. "That video has attained cult status," Supriyo said. "Whenever we talk about a music video, references to this video comes to the forefront. At the meeting, everyone came up with great ideas. I suggested that we come up with a song that has a mass Bollywood appeal. The idea is to compose a hit song rather than just a preachy number. Javed Akhtar is penning the lyrics, while Shankar-Ehsaan-Loy are scoring the music." On being asked if he alone would sing in the video, Supriyo said: "No, not at all. I will sing as much as the others."

Shankar-Ehsaan-Loy had scored for the 'School Chale Hum' video that was part of the Sarva Shiksha Abhiyan. "We have also scored for the 'Incredible India' video," said Shankar. "The Swachh Bharat Abhiyan video is being planned on a very large scale. Achievers from all genres of life will feature in it. The main point is to highlight that instead of giving lectures, everyone needs to do their bit to keep the country clean. Once the lyrics are ready, we will begin work on the music," he adds.

Since the song will be in the popular mode, how different will it be from their other Bollywood hits? "The idea is to reach out to everyone with a composition that everyone can hum. The song will have substance and message. It will have a galaxy of singers including Babul and me," Shankar said.

"I'll be executing the project," said Bhatt. "The video will be directed by three film-makers under the Vishesh Films banner. They include Mohit Suri, Vikram Bhatt and Vishesh Bhatt. It will be shot under the supervision of Mahesh Bhatt. I am waiting for the song to be composed. Once that's ready, I will be able to decide on the concept of the video." Three years back, Bhatt had been involved in making a documentary for Unicef. "This is the first time we are involved in a video for the government of India. Prime Minister Narendra Modi's initiative is noble. As creative people, we wanted to contribute to his vision," he said.