While public-policy interventions are effective instruments for mitigating the environmental burdens, informed choice at individual ath to inculcate environmentally responsive practices

While public-policy interventions are effective instruments for mitigating the environmental burdens, informed choice at individual and community level can make significant contributions in alleviating the environmental degradation challenges. With more than 400 million mobile internet users in the country and widespread trend among younger population to consume and create content over internet and social media, the mobile internet channels can effectively be leveraged to communicate SBCC interventions; and nudge the city-dwellers, especially the youth to inculcate environmentally responsive practices