The Sagar block administration of South 24-Parganas district in association with Sagar Panchayat Samity and Gangasagar-Bakkhali Development Authorities launched a month-long cleanliness drive titled “Swachh Sundar Gangasagar” on Wednesday, ahead of the ensuing Gangasagar Mela.

District magistrate P.Ulaganathan launched the endeavour in the presence of Sagar block development officer Sudipto Mondal and other officials at Beach No. 4.

The initiative will also ensure awareness among local people and pilgrims on the need to keep the island clean and safe, officials hoped.

“We tried to inject a feeling among people that cleanliness is not the sole responsibility of the safai karmis, rather it is a collective responsibility to ensure cleanliness which as we all know is next to godliness. People responded well to our call. Even physically challenged persons took part in the endeavour,” BDO Sudipto Mondal said.

This year’s Gangasagar Mela will begin on January 10 and conclude on January 15.

“Our cleanliness drive will go on even after the Mela. We seek to restore the beaches to their natural clean state,” the BDO added.