General entertainment shows could reflect the messages of social impact missions like Make in India, Digital India and Swachh Bharat through very subtle in-programming. What if Taarak Mehta and his family were shown picking up rubbish in a scene? What if a Bigg Boss contestant got nominated for eviction for lack of hygiene? Such messaging could seep in slowly and unconsciously highlight positive behaviours and discredit negative behaviours. Over time, new beliefs could shape new societal habits.