The sound of tinkling notification heard on mobile phones in Punjab is no longer just an alert, it has become the identity of thousands of social media reels, in which the Chief Minister Mawan Dhian Satkar Yojana of the Punjab Government is being celebrated. From the courtyards of villages to the hustle and bustle of cities, women are humming, dancing, joking and sharing their experiences related to this scheme. He has turned a welfare scheme into the most unique digital trend of the state.
usually government welfare schemes The discussion remains limited to policy announcements, budget allocation, number of beneficiaries and official publicity campaigns. It rarely happens that the beneficiaries themselves become the biggest promoters of a scheme. Mavan Dhiyaan Satkar Yojana has changed this tradition.
Reels started being made inspired by the plan
Women across Punjab are creating comedy reels, dance videos, lip-sync performances and creative social media posts inspired by the scheme. They have given this scheme the form of a social media movement at the grassroots level. The most special thing about this trend is that it is completely natural. Neither any celebrity nor any paid influencer has been taken to take it forward. Instead the beneficiary women themselves trending audio.
Throughout the process, women have emerged as the most effective communicators of this scheme. She is introducing the scheme in her social circle through her creativity and personal experiences. Each Reel not only brings to light one person’s experience, but also raises awareness through peer-to-peer sharing and reaches people where traditional advertising campaigns often can’t reach.
A popular song on social media begins with these popular lines:
o’clock o’clock o’clock o’clock
Another popular song humorously imagines what shopping will be like once the money arrives—
Let’s see, Mitra, the suits will come in envelopes when it’s too late.
These catchy tunes and songs have inspired thousands of women to create their own versions and have now become the identity of the scheme.
This trend has also inspired men to react in a light-hearted manner. In a rap viral on social media, he humorously asks why only women are getting the benefits.
Convey my simple message to CM Mann,
Put Rs 500 in men’s accounts also.
Don’t spend all your money only on wives.
Let us also hear some tunes.
Increased awareness among common citizens
The popularity of these reels also shows how digital platforms are changing the nature of mass communication. Short video platforms are no longer limited to just entertainment. They are becoming such platforms where common citizens present government policies in their own style through their voice, humor and experiences and sometimes convey the schemes to the people more effectively than traditional publicity.
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