Saving the girl child movement, probably just got a massive shot in the arm, way better than that PR fiasco #SelfieWithDaughter. Prime Minister Narendra Modi has picked a girl to be the face of his Digital India campaign. Kruti Tiwari, an IIT-JEE topper from Indore, was hand-picked by the PM to be the brand ambassador of his pet project and she will be associated with the campaign for the next one year.
Kruti will be travelling extensively across the country spreading the message of Digital India.
Kruti said, “I was very happy. I never thought that I will be the brand ambassador of such a big brand that too from a government. The Prime Minister wanted someone young. The PM wants to spread the message of what the government is doing about e-locker and e-scholarship. That’s why he chose a young person. It is really important for students like us to know about e-scholarships; before we used to run from pillar to post. I will make my friends aware about all the services through social media.”
On July 1, Modi launched the ambitious Digital India mission at Indira Gandhi Indoor Stadium in the national capital. Addressing the gathering, which included the who’s who of India Inc, the Prime Minister said that the government initiative will ensure an investment of Rs 4.5 lakh crore and jobs for at least 18 lakh people.
The signs of a gendered digital campaign was already there as Bibipur Panchayat, which started the #SelfieWithDaughter movement, also took up the digital campaign, but with a difference. This one was called Digital India Campaign with Laado, which took up considerable air space on the news waves.
Just how much of a pivotal role will the chosen brand ambassador be allowed to play, beyond making pretty speeches and attending events, will be a real indicator of whether this is yet another publicity campaign or a well-thought out move with real impact at ground level. After the #SelfieWithDaughter campaign, that took an ugly turn for women ironically, the nation will surely be watching to see how this new campaign pans out.
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