Social (media) spin to government PSAs

not only went viral but went into an overdrive”.

“Though politically incorrect, but it spread like coronavirus!” he says. Soon, Puri started getting messages from people across India, on social media. Haryana CM Manohar Lal Khattar, singer Sonu Nigam and actor Adil Hussain also put up birthday wishes for him.

No wonder he felt like a celebrity! “I would have spent the day alone but it became the most memorable one. I have celebrated my birthday in different continents but this was different. I’ll cherish it forever,” he says.

About battling the demon of loneliness, he says, “All of us have to bear it as there’s no choice. The situation has taken a toll on us. We are social beings and thrive on interactions. It’s tough to live like this, but caring gestures like these work like a balm.”

Swati Chaturvedi Etti Bali

With an aim to give public service announcements (PSAs) a greater reach, the government is connecting with Gen Y in a language they speak, and on the mediums they prefer. Witty hashtags, concise visuals and newsy infographics are being used to woo the younger audience.

MyGov, an independent government body, is capitalising on this trend to create interest. “In today’s times, you have to go and communicate where people are. You have to talk to them in the language that works on those platforms. They want crisp messaging. The idea is to involve as many people as possible,” says Abhishek Singh, CEO, MyGov.

The body roped in Indian cricketers and launched a campaign, #TheMaskForce, to make people understand the significance of wearing a mask and also took help from actor Ajay Devgn to popularise Aarogya Setu app. “We have leveraged all platforms. Some of these apps have surprised us in terms of reach,” Singh informs.

Another government undertaking, DMRC (Delhi Metro Rail Corporation), has been keeping people engaged through playlists and topical visuals. Their take on the remix of the Masakali song received rave reviews. “On one side, our campaigns have focused on what DMRC is doing and, on the other, we have tried to interact with people through quizzes, interesting trivia, etc,” says Anuj Dayal, executive director, corporate communication, DMRC.