The Union government will launch a publicity blitzkrieg hinged around ‘success stories’ of people who have benefited from its schemes to mark its second anniversary, sources said.
Farmers and job-seeking youth have been identified by the Prime Minister’s Office as the key groups that the government wants to reach out to, sources said, and directions have been sent out to ministries to focus on such individuals and bring their success stories to light.
The idea, as one official put it, is to put a face to the government’s schemes that have worked.
The government is under attack from the Opposition over a range of controversies such as the issues of intolerance and nationalism and the second anniversary of it coming to power – May 26 – will see its rivals mounting a counter-campaign highlighting the ‘failures’ of the ruling coalition.
According to sources, the government has approached the advertising responsible for the BJP’s 2014 Lok Sabha election campaign for an informal arrangement to help draw up the publicity drive.
“Representatives from the agency were present in some of the meetings of the informal group of ministers formed to firm up plans for the government’s second anniversary celebrations. The group is headed by parliamentary affairs minister Venkaiah Naidu,” said a source.
Ministries have been told to give success stories which should have the following components — name of beneficiary, his/her locality, village town, specific address and details regarding benefits and implementation.
“The idea is to have a face behind each of the schemes,” a government official said.
Also, the government does not want to goof up like its predecessor, which had done a similar exercise with its “Bharat Nirman” campaign but ended up putting up old pictures of beneficiaries. In the run up to the celebrations, the PMO has asked ministries to share their success stories with the MyGov portal, the nodal point to showcase the government’s feat.
Focus is also on flagship schemes – such as soil health card, Jan Dhan Yojna – and other high-beneficiary programmes such as the scholarship for minorities.