Lawless driving, discarded litter and spitting in public are commonplace in Delhi but a campaign - under the slogan "care, share and concern" - hopes to transform the reputation of its teeming millions.
 

 

Uday Sahay, the director of information for the Delhi Government, said: "This is an attempt to generate a sense of pride towards the city and a feeling of ownership towards the assets in the capital.

 

"People tend to be nice at home but they turn rude, impatient and arrogant on the roads because they don't feel a sense of belonging to the city."
 

He said that the campaign would focus on road rage, rubbish, defacing of monuments and individual relationships "like the attitude of a young man towards an old man on the street or a woman".
 

The Commonwealth Games, featuring athletes from 71 nations and territories, are seen as a major showcase for India, which has recently experienced rapid economic growth.

But the development has brought problems for cities like Delhi, with huge numbers of poor migrant workers pouring in from the countryside to look for work on construction sites or in factories.

 

Delhi's population is now believed to be over 14 million.

 

Last month officials said that they would clear the Delhi streets of beggars before the Games start on October 3, 2010.
 

The social behaviour campaign will hit the streets in October, a year before athletes, officials, dignitaries and spectators arrive for the two weeks of sport.
 

Sahay said: "An advertising blitzkrieg in the form of hoardings, bus shelter posters and slogans on metro panels and pillars will be unveiled."

Lessons in etiquette are already being given to the city's auto-rickshaw drivers, who have been criticised for their fast, dangerous driving and for over-charging foreigners.

 

Rajesh Kumar, a local driver, said: "We have been told to learn to speak in English and not to smoke while driving.

"We are expected to behave like well-mannered office workers.

 

"But after driving on these maddening roads the whole day long, one is bound to lose patience.

 

"However, we will try and improve so that the we don't leave a bad impression on our guests during the Games."