Besides using social media, the govt has released ads worth around Rs 16.2 cr to spread its message
To hit back at the Opposition on the demonetization issue, the government has begun an aggressive campaign to educate people on the subject. Top government sources say that the campaign which cuts across platforms, will dispel myths about demonetization and educate people on ways of going cashless.
Days after the decision was announced by Prime Minister Narendra Modi on November 8, the Press Information Bureau’s social media wing started a campaign on Twitter titled
#DeMonetisationMythsBusted to dispel a rising confusion on the issue. A senior official from the information and broadcasting (I&B) ministry said the department was tasked with identifying the top myths on demonetization floating on social media and get them clarified by the finance ministry.
“Then they were put back on Twitter with interesting, easy-to-understand infographics. It received a good response online given that there was so much confusion on the topic at that time,” the official said.
The PIB’s social media unit is currently running another campaign in association with government thinktank Niti Aayog called #DigiTutorials to encourage masses to make digital payments.
Officials said the campaign includes lessons on different point of sale systems, registering for UPI payments and to transfer money using UPI, Aadhaar Enabled Payment System, different types of cards, USSD-based mobile banking, among others.
The department has also floated minute-long audio spots on the micro-blogging site in regional languages explaining ways of digital payments. Niti Aayog, under which a committee of chief ministers is looking at examining measures on implementation of digital payment systems, has also floated a campaign on social media sites called #ipaydigitally where people joining the cashless payment bandwagon are highlighted, including popular names like Rio Paralympics medal winner Deepa Malik and Olympic medalist Mary Kom.
Aside social media campaigns, the government has also advertised considerably on television and radio on demonetization.
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