India's Ministry of Information Technology (IT) has taken a significant step towards enhancing citizen engagement by empanelling four agencies with MyGov for influencer marketing. The move aims to effectively disseminate information related to government schemes and campaigns through the power of social media influencers.
In response to a parliamentary question, the IT Ministry disclosed the names of the four empanelled agencies:
- Appinventiv Technologies
- Clanify Media
- Savin Communication
- Windchimes Communications
The empanelment process began with a 'Request for Empanelment (RFE) for selection of Influencer Marketing Agencies for Empanelment with MyGov' issued by the Ministry of Electronics & IT in March 2023. Out of the 14 bids received, four agencies successfully made it to the empanelled list, while the evaluation for the remaining 10 bids is ongoing. As of now, no work has been assigned, and no expenditure has been incurred by the empanelled agencies.
The primary objective of this empanelment is to bolster the reach and impact of government campaigns and initiatives by leveraging the vast influence of social media influencers. MyGov, the citizen engagement platform of the Indian government, seeks to effectively communicate with the public through these influencers, ensuring that important information reaches a wider audience.
Lok Sabha MP Manish Tewari had inquired about the government's collaboration with social media influencers under the tender and the expenditure on empanelment. In response, Anurag Thakur, the Minister of Information and Broadcasting, clarified that no amount has been spent on the empanelment process so far.
By tapping into the potential of influencer marketing, the Indian government aims to foster greater public engagement and participation in governmental schemes and initiatives. With the empanelment of these agencies, MyGov is set to harness the immense reach and impact of social media platforms, aiming to build a stronger and more participative democracy in India.
