Cognitive dissonance

In the “Clean India” example the campaign deliberately tried to invoke cognitive dissonance through the message: “You may have a smart phone in your hand but you still squat on the train tracks”.  How does this message results in cognitive dissonance? Invokes feelings of guilt. Makes an impersonal cognition more personal. Highlights the incongruence between a modern self-identity and open defecation. Makes an unimportant cognition more important