We have seen celebrities like Amitabh Bacchan and Anil Ambani pick up brooms and sweep sections of streets after being asked to serve as sort of brand ambassadors for the mission.
But this time, it's not the celebrities who are in the news.
Two young women from Varanasi, both in their 20s - Temsutula Imsong and Darshika Shah -decided to take up the task of cleaning Prabhu Ghat, one of the filthiest ghats in Varanasi, which is the PM's constituency.
Earlier this week, he offered his appreciation on Twitter.
The hashtag #MissionPrabhughat has generated over 30 lakh tweets in the last one month. The campaign started in February, when the duo was taking a boat ride along the Ganga; they couldn't bear the stench around the ghats.
Using social media, they gathered a few volunteers by mid-March. They started using the hashtag #MissionPrabhughat, posted updates of what they were doing, and asked people for support.
We need people to be PHYSICALLY present at the ghat in Kashi...Eager & willing to do the cleaning :) Anyone from Kashi? #MissionPrabhughat- Temsutula Imsong (@temsutulaimsong) March 14, 2015
They also created a WhatsApp Group, seeking volunteers. They said they got a great response. And about two weeks ago, they posted this picture, showing a whole new ghat.