On the heels of a week of demonetisation, the government on Friday launched a social media campaign to appeal to the masses.
The “RSS to Save India” programme has already been launched and has received a strong response.
A survey conducted by Bharat Sanchar Nigam Limited (BSNL), a public relations firm that has worked for the government since 2009, found that more than 70 per cent of the 1,000 people polled supported the campaign.
Bharat Sanvar Nigam said the social media strategy was a big success.
“People were keen to share the campaign as it highlighted the positive impact the announcement has had on their lives,” said an official from the firm.
The campaign has also been adopted by Prime Minister Narendra Modi’s government and the BJP.
The campaign has already received a positive response.
According to a BSNL survey conducted on March 1, about 90 per cent respondents said they would take part in the campaign and a further 10 per cent said they were considering participating.
This compares to a survey conducted in January and February by Bharatiya Janata Party (BJP) in which only 9 per cent took part.
The social media blitz has been a major success, said Amit Kapoor, an assistant professor of marketing at the University of Maryland, who has worked with the government’s campaign.
“I think it’s been a big hit,” he told The Hindu.
“The Modi government is using the public discourse to its advantage.
They’re using the social-media space to try to woo the people.”
The BJP’s social media team has also used the campaign to promote its agenda of making the country an “India of tomorrow”.
While the campaign is still being rolled out, Kapoor said it has already attracted about 6,000 followers.
“It’s getting traction,” he said.
“We’ve only just started.
People are taking part in it.
We’ve only got about 500 followers.”
In February, the BJP launched its “Make in India” initiative, which seeks to “create a global manufacturing hub” for the country.
A section of its social media posts, which is mostly focused on promoting the programme, has also urged people to follow the BJP’s “Make In India” campaign.
The government has also worked hard to ensure that the messages it sends to the public are accurate.
A recent press release from the government said that the RSS has been used to propagate misinformation and distort the truth.
“There are several falsehoods that the media is reporting about the RSS,” the release said.
The RSS has also often posted false and misleading information, which the government has taken steps to correct, said a senior government official.