Uttar Pradesh’s Yogi Adityanath government has launched a digital ad campaign to promote welfare schemes, leveraging social media influencers with payments up to ₹8 lakh monthly. The Uttar Pradesh Digital Media Policy 2024 aims to amplify state initiatives while regulating content, sparking debates over free speech and propaganda.
Yogi Government Rolls Out Digital Ad Blitz for Welfare Schemes
The Uttar Pradesh government, under Chief Minister Yogi Adityanath, has unveiled an ambitious digital campaign to spotlight its welfare schemes and developmental achievements. Approved in August 2024, the Uttar Pradesh Digital Media Policy 2024 incentivizes social media influencers to promote state initiatives across platforms like YouTube, X, Instagram, and Facebook. Influencers can earn up to ₹8 lakh per month for creating content that highlights government programs, such as healthcare, education, and infrastructure projects, positioning Uttar Pradesh as a hub of progress.
The policy categorizes payments based on content type and platform. YouTube creators producing videos can earn up to ₹8 lakh monthly, while those making shorts and podcasts are eligible for ₹7 lakh and ₹6 lakh, respectively. On X, Facebook, and Instagram, influencers can receive up to ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively, depending on their follower base. The state has appointed V-Form, a digital agency, to manage these advertisements, ensuring a streamlined approach to content dissemination.
This campaign aligns with the Yogi government’s broader push to enhance its digital outreach. Recent posts on X by the UP government’s official handle highlight ongoing efforts, such as the Swami Vivekananda Youth Empowerment Scheme, which provides resources for quality education, and healthcare initiatives under the guidance of Prime Minister Narendra Modi. The government claims these efforts have transformed Uttar Pradesh into a model for governance, with achievements like constructing over 2.62 crore toilets under Swachh Bharat Abhiyan and improving electricity supply to 20–24 hours daily across regions.
However, the policy has stirred controversy. Critics, including opposition parties like the Indian National Congress, argue it risks turning social media into a government propaganda tool. The policy imposes strict regulations, with penalties ranging from three years to life imprisonment for content deemed “anti-national” or “objectionable.” This has raised concerns about freedom of expression, with some netizens on X questioning the balance between promotion and censorship. BJP spokespersons defend the policy, stating it aligns with societal changes and aims to curb misinformation while rewarding positive content creation.
The campaign builds on Uttar Pradesh’s history of high-profile advertising. In 2021, the state spent ₹160 crore on TV ads, with significant allocations to channels like News18 and Zee News, as revealed by an RTI filed by journalist Umashankar Dube. Earlier, full-page newspaper ads in publications like The Times of India praised the government’s pandemic response, a joint effort with the newspaper itself. The current digital push, however, marks a shift toward leveraging influencers to reach younger, tech-savvy audiences.
Data from the state’s Information & Public Relations Department underscores the campaign’s scale. With Uttar Pradesh emerging as a tourism hub, hosting 66.3 crore devotees during the Kumbh Mela and leading in airport infrastructure, the government is keen to amplify these achievements. The upcoming Mahakumbh 2025 in Prayagraj, expected to draw twice as many visitors as in 2019, is a key focus of the promotional efforts.
The policy’s dual approach—rewarding influencers while regulating content—has sparked polarized reactions. Supporters on X praise it as a progressive move to engage youth and promote employment through digital platforms. Critics, however, warn of potential misuse, citing past instances where government ad spending, like the ₹387 million spent by the Central Bureau of Communication on Google ads in 2024, blurred lines between public welfare messaging and political promotion. As Uttar Pradesh gears up for future elections, the digital campaign’s impact on public perception and media freedom remains under scrutiny.
Disclaimer: This article is based on recent news, official government posts on X, and reports from credible sources like India Today, The Wire, and Newslaundry. Information is accurate as of August 5, 2025, but may be subject to updates. Readers are encouraged to verify details through primary sources.