MUMBAI: It was during his open session at last week’s GoaFest that Union Minister for Environment and Information & Broadcasting Prakash Javadekar spoke of the need for a paradigm shift in Indian political advertising.
Javadekar went on to explain that he was disappointed to see creatives of half-page print ads scheduled for release on World Environment Day without any message. That’s when he thought of taking a different route to political advertising.
Indeed, Javadekar has kept his word on World Environment Day today. Apart from gifting a plant to each and every minister, including Prime Minister Narendra Modi, the new Environment and I&B Ministry at the centre has refrained from run-of-the-mill print ads across newspapers. Rather, it has made a splash on social media through creatives on the official Facebook and Twitter pages of the Ministry of Information & Broadcasting (MIB), live updates from Javadekar’s own Twitter handle, tweets released from Modi’s official account and Javadekar’s conference via YouTube.
There’s also a video doing the rounds of social media.