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After all, it was unusual for a prime minister to use the bully pulpit in India to exhort people to end this appalling practice and build more toilets.
A staggering 70% of Indians living in villages - or some 550 million people - defecate in the open. Even 13% of urban households  do so. Open defecation continues to be high despite decades of sustained economic growth - and despite the obvious and glaring health hazards.
The situation is so bad that open defecation is more common in India than in that are poorer countries such as Bangladesh, Kenya, Democratic Republic of Congo, Malawi, Burundi and Rwanda.
But building toilets may not be enough to end open defecation in India, a new study has found.
A team of researchers asked people in 3,235 rural households in five north Indian states where they defecate and their attitudes to it.
Some 40% of Indians live in these states - Bihar, Madhya Pradesh, Rajasthan, Haryana and Uttar Pradesh. They also account for 45% of households without a toilet. Also, a third of all people worldwide who defecate in the open live in these five states.
The study found that people in households with working toilets continue to defecate in the open, and that toilets provided by the state are especially unlikely to be used.
"In short," the study says, "we find that many people have a revealed preference for open defecating such that merely providing latrine access without promoting latrine use is unlikely to importantly reduce open defecation."
The study found open defecation is very common, even in households with toilets. Toilet use did not necessarily increase with prosperity: in Haryana, one of India's richest states, most people in the villages continue to defecate in the open. Also, men living in households with toilets are more likely to defecate in the open than women.
Why do so many Indians still prefer not to use toilets, even if they are available?
The survey found a range of replies - most said they found it "pleasurable, comfortable, or convenient". Others said it "provides them an opportunity to take a morning walk, see their fields and take in the fresh air". Still others regarded open defecation as "part of a wholesome, healthy virtuous life".
"Building toilets is not enough. What you need is a widespread motivation and information campaign," says Dr Bindeshwar Pathak of Sulabh, a non-profit organisation which has built 1.3 million household toilets in villages.
MP and writer Shashi Tharoor says Indians also have a cultural problem  when it comes to sanitation: "We are a nation full of people who live in immaculate homes where we bathe twice a day, but think nothing of littering public spaces, spitting on walls, dumping garbage in the open and urinating and defecating in public, because those spaces are not 'ours'."
So how do you promote behavioural and cultural change?
India, researchers say, "needs a massive campaign to change sanitation preferences" and promote toilets by linking sanitation behaviour with health. One of the ways it can be done is by raising an army of sanitation workers and campaigners in the villages to spread the message.
Punishment can also help, within reason: In a part of Haryana where Sulabh has built 100 household toilets a village council chief fines people caught defecating in the open.
Imaginative designs could also help: Sulabh has designed an open roof toilet to incentivise men who feel claustrophobic in the confines of a toilet, although it is not clear how this will work in bitter winters or monsoons.
Women could possibly be persuaded to help with education efforts - studies show that they are likely to use toilets more than the men.
"I know of women in villages who stay up all night to take their daughters to defecate outside," says Dr Pathak.
Mr Modi has announced plans to build more than 100 million toilets in the country to end a shameful practice. But many believe the money will not be well spent unless it's accompanied by a massive awareness campaign, involving the government, non-profit groups and citizens.
When Prime Minister Narendra Modi, in his  Independence Day speech, vowed to eliminate open defecation, India  took notice.

Dubbed the FanFair Alliance, it is calling on the government to take tougher action against websites which resell concert tickets.
Launching the campaign, Arctic Monkeys' manager Ian McAndrew accused the sites of "rampant profiteering".
He said the goal was to "make it easier for fans to buy tickets" at face value.
"Fans' anger, their discontent, is what prompted me to do something about this," he told the BBC.
"I hope the efforts of this campaign will put pressure on the government to do something."
Fans are being urged to register their support for the initiative; while a petition set up by the same group of artists and managers in May has already attracted 44,000 signatures.
The secondary ticketing market in the UK is thought to be worth more than £1bn a year. But the music industry is concerned that fans are being excluded from concerts by "professional" resellers, who scoop up tickets as soon as they go on sale, then advertise them at vastly inflated prices.
Earlier this year, tickets to see Radiohead and Adele were listed at more than 100 times their face value this year; while tickets to see Justin Bieber's Purpose tour in November are currently being advertised at £1,200, against a face value of £74.50.
McAndrew said this practice was "the number one grievance" he heard from fans.
"Parents write letters and fans write letters because they feel they've been ripped off," said Harry Magee, who manages One Direction and Little Mix.
"When it falls at the artist's door, you have to do something about it because it damages their career," he told BBC News.
However, the four main secondary ticketing websites - Seatwave, Viagogo, Stubhub and Getmein - say these high prices are rarely achieved.
Stubhub has previously pointed out that 10% of their stock is sold for less than face value; and Viagogo told the BBC that "while a seller can list a ticket at any price he likes, it doesn't mean the ticket will actually sell at that price".
The sites also say that the majority of their sellers are fans, not touts.
But the FanFair Alliance claims the "black market" in ticket resale has "reached an industrial-scale" with touts "operating anonymously and with impunity on under-regulated secondary ticketing sites".
They are urging the government to enforce existing legislation, which would force secondary ticketing sites to reveal the identity of their sellers.
A government-commissioned review of the market, published in May, said the sites "are seemingly falling short" when it comes to ensuring compliance with the legislation.
The review panel, chaired by Professor Michael Waterson, recommended that a body ,such as Trading Standards, "should carry out a concerted investigation of compliance, followed by action coordinated with the police".
The FanFair Alliance calls for such an investigation to begin promptly; and also asks the government to outlaw the use of "bots" - automated computer programs which "harvest" tickets when they go on sale - "and attach appropriate penalties" for people who employ them.
According to the group, such technologies marred Black Sabbath's recent seven-date tour of the UK. It says that 11,695 tickets were listed for resale "within minutes" of the tour going on sale.
The FanFair campaign is supported by the Musicians' Union, the Association of Independent Festivals, the Association of Independent Music and the British Academy of Songwriters, Composers & Authors, amongst others.
Follow us on Twitter @BBCNewsEnts, on Instagram at bbcnewsents, or email entertainment.news@bbc.co.uk.
Artists including Arctic Monkeys, Iron Maiden, Ed Sheeran, Noel Gallagher and Little Mix have launched a new campaign against ticket touts.

Sammon and defender Faycal Rherras teamed up with the rest of the squad for pre-season training, with both men signing three-year contracts.
Hearts open their Europa League qualifying campaign on 30 June.
"The objective is to improve on last season's position and there's no reason we can't do that with this group of players and the manager," said Sammon.
"The club did incredibly well last season after getting promoted.
"I want to be challenging for the highest position we can and I'm excited by the prospect of being part of something really successful here."
Sammon, released by Derby County, returns to the Scottish top flight five years after leaving Kilmarnock for Wigan Athletic.
"I feel that I've improved in lots of different areas," the 29-year-old told BBC Scotland.
"I'm definitely stronger. I've had the opportunity to work with some good fitness coaches.
"Technically, I've been rubbing shoulders with some top drawer talent and that can only help.
"Mentally is another area that often gets overlooked. I was on some loan moves, which can be difficult because you're spending a lot of time travelling and you're away from the family.
"So I've improved from some positive and some negative experiences down south."
The Irishman spent last season on loan to Sheffield United, playing 33 times for the English League One club and scoring six goals.
And he revealed that he had "a couple of other offers" and had a "brief chat" with Aberdeen manager Derek McInnes.
"Playing at Tynecastle was always one of the best away days, the atmosphere is top class," Sammon added.
"I can only imagine what it's like as a home player when the team is doing the business on the park. It helped make the decision to come here an easy one."
The 23-year-old Rherras has left Sint-Truiden after two years with the Belgian top-flight club.
"Faycal is a player with real potential and will be a big boost to the defence," Head coach Robbie Neilson told his club website.
"He's played at a good level in Belgium and has been involved in the Moroccan international scene, so it's quite a coup to get him."
Left-sided Rherras, who was born in Liege, played 28 times last season for Sint-Truiden, for whom he signed from Vise in 2014.
Hearts' double signing came the day after 20-year-old Robbie Muirhead signed on at Tynecastle after leaving Dundee United, while fellow striker Gavin Reilly joined Dunfermline Athletic on loan.

New striker Conor Sammon thinks Hearts can improve upon their third place finish in last season's Premiership.

