The Narendra Modi government at the Centre is looking at a staggered social media play to list out its achievements and plans, in the run-up to the D-Day - May 26 - when it had assumed charge last year. There might not be anything dramatic to celebrate one year in power, it is learnt. "There won't be any fire crackers," is how a source described the low-key celebrations.
Under criticism for the many announcements it made without any real results so far, the government is cautious about going on a bash, an official said. However, an announcement or an address by the prime minister on one year of the National Democratic Alliance rule is not being ruled out. In fact, Modi, who's heard mostly on public platforms and rarely in interviews, is believed to be changing his style of reaching out to the people. "The PM has started meeting the media," a source pointed out.
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The PM and many of his Cabinet colleagues have expressed concern recently that "trivial issues" are getting prominence over the real work being done by this government. To plug the gap between perception and achievements, the government is working on an effective communication strategy at all levels ahead of May 26. "From then on, it will be a continuous process," said another source.
Unlike the Bharatiya Janata Party's (BJP) election campaign, the one-year anniversary might not involve any private media and marketing agencies. Among those already pressed into action are the media units of the information and broadcasting ministry and social media wings of the government. The twitter handles of the PM and the ministers would be used liberally for the run-up to one year. While Modi communicates regularly through Twitter and Facebook, he has been encouraging his ministers to do the same as well.
In terms of real interactions, ministers and BJP members of Parliament are likely to head to their respective constituencies to address local issues. While these visits are being timed to coincide with the first anniversary of the Modi government, an official claimed "the practice will continue".
Transparency is being listed as a top item in Modi government's success stories, with reference to the recent coal and spectrum auction. The two biggest scams under the previous United Progressive Alliance government were in the telecom and coal sectors. International relations, cooperative federalism, and pro-poor tilt of the government are things likely to be showcased.
PM's monogrammed designer suit, which was later auctioned for Rs 4 crore, was talk of the town, but the Modi government could now be looking for an image makeover of a different kind.