Only after 8 months in power and CAA-NRC backfire, Modi govt is ready for ‘damage control’ publicity campaign

With the plummeting popularity of Prime Minister Narendra Modi, the ruling BJP is now planning to launch a new multimedia publicity campaign soon. According to the news website The Print, amid the nationwide protests against the Citizenship Amendment Act and the uproar over the assault on students in two central universities, the government has felt a strong need to launch a comprehensive publicity programme which will aggressively advertise the government’s decisions and schemes. This publicity campaign will focus on the Modi government’s plans to revive the economy, its decision to scrap Article 370 and bring in the Citizenship Amendment Act.

The interesting thing about the campaign is its time of the launch. It is set to be released just about eight months after the Modi-led BJP stormed to a second term in power with a bigger majority.

The Print quoted a top source in the government saying that this damage control exercise may also be crucial ahead of important state assembly elections in Delhi and Bihar this year.

The other themes of this publicity campaign will include ‘Strengthening Economy — 5 Trillion Dollar Economy’, ‘Infrastructure Special Focus’, farmers, women, ‘BPL/Disadvantaged’, youth, middle-class, ‘Digital India’ and ‘Emerging India’.

According to The Print, all ministries have been asked to study these 10 themes, and see which scheme can be added under each theme.

The ‘Strengthening Economy’ theme will feature moves like merging public sector banks, opening up Foreign Direct Investment in many sectors, and an allocation of ₹100 lakh crore for developing modern infrastructure over five years.

‘Infrastructure Special Focus’ will include schemes like Sagarmala, Udaan and one crore LED street lights, while those like Ujjwala and Beti Bachao Beti Padhao will fall under the theme of women.

The Modi government’s decision on triple talaq will feature under ‘Bold Decisions’ as well as ‘Women’.

The Print quoted sources saying that the government plans to put out 10 advertisements in prominent newspapers based on the themes.

The plan also includes direct involvement of the ministries with the implementation of schemes in holding camps for beneficiaries in select districts, and launch social media campaigns on their achievements.

There are also plans to identify domain experts and telecast their interviews, and put out articles and editorials written by them in newspapers on specific themes.

According to the report in The Print, the ministry of Information and Broadcasting and state broadcaster Prasar Bharati will also work on these themes. Doordarshan and All India Radio will be involved in live coverage of the events, as well as broadcasting the success stories associated with each of the Modi government’s schemes and initiatives. They will also host special programmes, such as talk shows and other audience-based programmes, on the themes.

The government also plans to rope in private FM radio channels to put out its message to the people, The Print report said.