"rid of open defecation" were the first words I heard as I entered the much talked-about Global Citizen Concert arena. The concert had actually started five hours earlier and people had been listening to various other things since 3 pm. I only entered when I thought that it would be time for Coldplay to come on.

Unilever mentioned that they share our vision of sustainable development and will ensure that their handwash initiative reaches 200 million citizens of India by 2020. Never before have FMCG marketing plans been shared so openly. Pleasant surprise for me. Pleasant surprise was also the inclusion of “Sustainable Development” in the stellar lineup of causes tackled that evening.

The term was used so many times, by so many celebs on the stage, that if they had made it a hashtag for the festival it would have trended. As it is, Chief Minister Devendra Fadnavis had announced that the power of social currency was mightier than the real currency for the concert tickets. So all that was needed to do was to make a few key issues trend on social media and those causes would be kind-of, sort-of taken care of.