Power ministry powers up to promote electrification scheme

The Union Ministry of Power has come out with a comprehensive communication strategy to promote the recently launched Saubhagya Scheme, which is yet to take off on the ground.

Published: 05th November 2017 09:34 AM  |   Last Updated: 05th November 2017 09:34 AM   |  A+A-

PM Narendra Modi launches the Saubhagya scheme

NEW DELHI: The Union Ministry of Power has come out with a comprehensive communication strategy to promote the recently launched Saubhagya Scheme, which is yet to take off on the ground. The scheme aims to achieve universal household electrification by providing last mile connectivity and electricity connections to all households in rural and urban areas. States are required to complete the works of over three crore houses by March 31, 2019.

Officials said that over seven lakh houses need to be electrified daily, for which work will start from January or February. The scheme is aimed at providing benefits to the poor class, considered a core vote bank. The multipronged media strategy involves planning at three levels—Centre, state and local clusters to make the common masses aware of the government’s initiative. Prime Minister Narendra Modi had launched the scheme on the birth anniversary of Pandit Deendayal Upadhyay on September 25.  

According to the documents of communication plan of the scheme, intensive communication and awareness penetration by the state governments and power distribution companies will be conducted. Similarly, at local cluster levels, the campaign will be localised so that it effectively reaches the target population.

At the national level, the ministry will advertise the scheme through media, and a TV commercial will be made with a brand ambassador for mass appeal. Panel discussions on TV and media stories have also been planned, and social media platforms including Twitter, Facebook and YouTube will also be used for the purpose.

At the state level, there will be individual contact programmes through Anganwadi, health sanitation workers and panchayats. Hoardings will be installed at public places such as railway stations, petrol pumps and trains, and mobile vans will screen short movies and documentaries featuring the scheme and its benefits. WhatsApp messages will also be sent to people.

Communication Strategy

  • Advertisement through newspaper and other media
  • TV commercial with a strong brand ambassador for mass appeal
  • Panel discussions on TV, media stories
  • Publicity through social media platforms such as Twitter, Facebook and YouTube
  • Individual contact programme through Anganwadi, health sanitation workers and panchayats
  • Hoardings at all public places, including railway stations, petrol pumps and trains
  • Mobile vans to screen short movies and documentaries featuring the scheme and its benefits
  • To identify a local database comprising mobile phone numbers of people and send them Whatsapp messages
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