REFORM perFORM TRANSFORM
2 7 M a y - 2 8 J u n e 2 0 17
1
360
57,00,000
MONTH
districts
citizens engaged
I’m seeing a new India, a new India of the dreams of its Yuva Shakti is taking shape. A new India that fulfills aspirations of its Nari Shakti is taking shape. A new India about giving opportunities to the poor is taking shape. Shri Narendra Modi Hon’ble Prime Minister of India
Making of Developed India
Shri M Venk aiah Naidu Hon’ble Union Minister of Information and Broadcasting, Urban Development and Housing & Urban Poverty Alleviation
Three years of Modi Government unified the Nation more than ever before, in its resolve and unity of action for Making of Developed India. India is riding high. People have been brought out of despair and the country is racing towards new horizons. 2014 mandate is taking shape steadily.
COL. RAJYAVARDHAN RATHORE Hon’ble Union Minister of State for Information and Broadcasting
Contents OBJECTIVE
7
MASS MOBILISATION CAMPAIGN
10
INFORM
16
COMMUNICATE
21
EDUCATE
27
NEWS COVERAGE
39
IMPACT
45
OBJECTIVE
6
Y
obj
INFORM Exhibitions were organized in 360 districts across India between 27 May and 28 June, 2017
01 / Disseminate information about mass welfare initiatives undertaken by the Government over the last three years.
M.O.D.I. FEST 2017
CAMPAIGN OBJECTIVE
ec t ive The Ministry of Information & Broadcasting organized the M.O.D.I. FEST, an interactive and informative outreach program, with the objective of highlighting the achievements of the Government over the last three years. The event provided information to citizens about various schemes and initiatives in areas related to youth, women, SMEs & traders, farmers, the marginalized & poor sections of society, and key opinion leaders, with the aim of achieving financial inclusion and social empowerment for the same.

+
COMMUNICATE
EDUCATE
02 /
03 /
Provide a platform for citizens to express their
Highlight the benefits of flagship schemes of the
views/issues directly to the Prime Minister of India.
Government including Jan Dhan Yojana, Fasal Bima Yojana, and Kaushal Vikas Yojana.
7
M.O.D.I. Fest, flagged off on 27 May 2017 and continued until 28 June 2017, was conducted as a nationwide campaign across 360 district headquarters and 7 metropolitan cities.
OBJECTIVE
8
CORE GROUPS TARGETED
focus YOUTH
WOMEN
SMEs AND TRADERS
The campaign aimed at attracting divergent views from the youth with regard to the importance of work and profession in their lives, particularly in terms of challenges, opportunities and areas required to be addressed by policy makers and other stakeholders.
Recognising the increasing professional aspirations of Indian women, M.O.D.I. Fest strove to highlight welfare schemes for women that would provide them with informed choices and help them to capitalize on opportunities available.
Indian traders, especially small and medium sized traders, have already expanded successfully into emerging markets of India and abroad. M.O.D.I. Fest offered an environment and opportunity for these traders to acquire more information about the Government’s initiative of ease of doing business with a view to optimizing the growth potential of this sector.
FARMERS
MARGINALIZED & POOR SECTIONS OF SOCIETY
KEY OPINION LEADERS
With nearly 50% of India’s population dependent on agriculture for their livelihood, farmers are key stakeholders in the growth of the country. M.O.D.I. Fest introduced various Government initiatives relating to agriculture to farmers seeking knowledge on modern practices in the agricultural sector.
The Government, while keeping all stratas of society together, also The Government has been strove, through M.O.D.I. Fest, to implementing many programs for recognize the sterling efforts of social and financial inclusion of change leaders and influencers and the deprived classes. Government their contribution towards building a schemes such as Jan Dhan Yojana stronger society. and Mudra Yojana promote financial inclusion of these sections to ensure their all round empowerment and their benefits were publicized through M.O.D.I. Fest.
M.O.D.I. FEST 2017
9
HIGH INTENSIT Y MASS MOBILISATION CAMPAIGN
OBJECTIVE
HIGH INTENSITY MASS MOBILISATION CAMPAIGN Highlights A pre-publicity campaign was conducted over a period of three days at each venue with the aim of reaching out to as many people across India as possible with designated messaging, and within the given time and allocated locations. Each of these campaigns was followed by a three-day long exhibition at each venue. Pre-publicity included LED fitted vans embedded with key messaging that roamed the respective districts and spread awareness about the upcoming campaign.
Mediums like television advertisements, radio spots and newspaper advertisements were also used to ensure enhanced participation. In addition, mobile events were also conducted during the period of the Festival in major footfall areas across 25 States and 4 Union Territories, which were essentially travelling exhibitions with the same messaging but in an encapsulated form.
10
FROM 27 May to 28 June, 2017
Across 25 States and 4 Union Territories
8
\
R
�
5,723,958
3,921
290
1,188
Citizens engaged
Pre-Publicity Events
Main Events
Mobile Events
E
V
^
)
30,424
214,983
116
6,033
Screenings
Jan ki Ba at
Advertisements
Likho K al ki K ahani
F
%
3,50,000
527
Apps downloaded
Press Coverage
M.O.D.I. FEST 2017
campaign features
|
) Likho Kal Ki Kahaani
� Mobile App downloads
11
Jan Ki Baat
OBJECTIVE
EXHIBITION LAYOUT Each exhibition was set up in a minimum of 18000 sq. ft. space in a high footfall area of the designated districts and comprised -
Food Court
12
NaMo App Download Zone
Scheme Exhibits
Mahila Sashaktikaran (Women)
Aarthik Vikas Zone (Marginalised & poor)
Kaushal Vikas (Youth)
Selfie Zone
Entrance
M.O.D.I. FEST 2017
Theatre
13
3 Year Exhibition zone
Kaushal Vikas Zone (Youth)
Scheme Exhibits
Digidhan Zone (SMEs & Traders)
Krishi Samridhi Zone (Farmers)
Jan Ki Baat
14
OBJECTIVE
Entrance
Jan Ki Baat Booth
Selfie Zone
NaMo App Download ZonE
Aarthik Vikas Zone (Marginalised & poor)
Mahila Sashaktikaran (Women)
Kaushal Vikas (Youth)
Digidhan Zone (SMEs & Traders)
Krishi Samridhi Zone (Farmers)
Scheme Exhibits
Theatre
Food CourT
3 Year Exhibition zone
15
M.O.D.I. FEST 2017
OBJECTIVE
16
E xhibition L ayouT
INFORM
INFORM
KIOSKS Kiosks were set up to disseminate information on various schemes and their achievements in the past three years like -
inform
18
Kaushal Vikas YOJANA Kiosk To spread awareness about the Pradhan Mantri Krishi Vikas Yojana of Government of India.
MAHILA SASHAKTIKARAN Kiosk
ARTHIK VIKAS Kiosk
To spread awareness about Pradhan Mantri Ujjwala Yojana and Pradhan Mantri Sukanya Samriddhi Yojana
To spread awareness about the Jan Dhan Yojana and Atal Pension Yojana among the visitors
DIGIDHAN Kiosk
BHIM APP
To spread awareness about benefits of cashless and digital transactions
To spread awareness about the BHIM App, which is based on the Unified Payment Interface (UPI)
19
M.O.D.I. FEST 2017
INFORM
YOJANA HELPLINE
welfare An Interactive Voice Response (IVR) system was established to help citizens gain access to information on various Government Welfare Schemes.
The majority of the callers sought information on the Pradhan Mantri Jan Dhan Yojana, followed by Pradhan Mantri Kaushal Vikas Yojana and Pradhan Mantri Awas Yojana.
Atal Pension Yojana
Fasal Bima Yojana
20
Jeevan Jyoti Bima Yojana
Kaushal Vikas Yojana
Jan Awas Yojana
Jan-Dhan Yojana
Sukanya Samriddhi Yojana
Ujjwala Yojana
OVER
V 1800 120 6677 l 3,85,000 l 2.04 Helpline Number
Calls Received
minutes Average duration a caller heard the helpline content
INTEREST SHOWN ON IVR FOR VARIOUS SCHEMES ATAL PENSION YOJANA
13,689 16,292
FASAL BIMA YOJANA
28,195
JAN AWAS YOJANA
77,991
JAN-DHAN YOJANA 16,435
JEEVAN JYOTI BIMA YOJANA
31,291
KAUSHAL VIKAS YOJANA 13,178
SUKANYA SAMRIDDHI YOJANA
35,232
UJJWALA YOJANA 0
10000
20000
30000
40000
50000
60000
70000
80000
CallS MADE Atal Pension YOJANA
Fasal Bima YOJANA
JAN AWAS YOJANA
JAN-DHAN YOJANA
JEEVAN JYOTI BIMA YOJANA
KAUSHAL VIKAS YOJANA
SUKANYA SAMRIDDHI YOJANA
UJJWALA YOJANA
13,689
16,292
28,195
77,991
16,435
31,291
32,232
13,178
90000
communicate
COMMUNICATE
CONNECTING WITH THE PM Jan Ki Baat Booth
idea
Taking inspiration from the Hon’ble Prime Minister’s ‘Mann Ki Baat’, a booth was created for people to share their opinions or ideas or to simply convey their message to the Government.
22
Live AV’s were created on the spot from these messages, and disseminated in exhibition venues across India.
Ap P r ox IMATELY
8 2,14,983 total no. of Jan Ki Ba at engagements
\
AIR and DD recorded and uplink ed selected feed for broadc ast
COMMUNICATE
M.O.D.I. FEST 2017
LIKHO KAL KI KAHANI “Write a sentence along with Co-participants and script your story of a better India.�
script
Participants in M.O.D.I. Fest co-scripted stories for a better India during the event with one sentence being written at a time by one individual, culminating in a story on their combined expectations from the Government. The final selected stories were screened at the theatres of these venues and also uploaded on the Internet.
) 6033
23
total number of Likho K al Ki K aha ani engagements
24
MODI FEST 2017
M.O.D.I. FEST 2017
NaMo APP
rate
In order to promote e-governance and m-governance, a NaMo App booth was installed at all the venues, where downloading of the apps was facilitated. Volunteers were present to facilitate and educate participants about the App. Each person who downloaded the App was given an incentive in the form of a giveaway.
Ap P r ox IMATELY
25
F 3,50,000 NUMBER of apps downloaded

In addition, facilities were set up at each venue whereby participants were able to rate the Government through a survey conducted via E-Cube (a data gathering system).
R ATINGs of Government’s Work 5 4.5
3.5
1.5 1 0.5 0
POWER
2.5
2
RATINGS
2.74
JOBS
3 2.5
EDUCATION
3.5
4.5
4.3
HEALTHCARE
4
ROADS
This application is a one-stop destination for gaining information about all the latest day-to-day activities of the Prime Minister of India.
COMMUNICATE
SELFIE POINT Each venue was also equipped with a lifesized cut-out of the Hon’ble Prime Minister of India to enable participants to take selfies with him. Masks of the Hon’ble Prime Minister were also given out to participants at the venues.
26
engage
EDUCATE
EDUCATE
28
VENUE
M.O.D.I. FEST 2017
VENUE Each venue was equipped with a three hundred-seater theatre that served as the main arena for hosting film screenings, games, quiz competitions, entertainment programs, sessions and presentations by subject matter experts.
engage The theatre was open for all three days from 10am to 10pm at each venue.
Inauguration & Felicitation
MARG DARSHAN
Local leaders and key opinion leaders were invited to inaugurate the exhibitions and were felicitated in recognition of their contribution to the society.
Sessions by subject matter experts and counselors were held at the theatres to give guidance and to address any scheme related queries. These sessions attracted significant participation from the local population.
Screening of Scheme - related Films and Quiz Competitions Films based on the positive transformation effect of schemes and initiatives by the Government were shown to visiting audiences. Cumulatively more than 40,000 screenings were held across the country. Gifts were also awarded to participants and the winners of quiz competitions that were held and that covered schemes such as Jan Dhan Yojana, BHIM App, Pradhan Mantri Krishi Vikas Yojana and others.
Local Entertainment
audio-visual
Local talent was invited at each location and entertainment was provided through magic shows, dances, folk performances, Kavi Sammelans, and lucky draws.
A ten minute audio-visual package was compiled comprising films from various ministries like Ministry of Drinking Water & Sanitation, Ministry of Housing and Urban Affairs, Ministry of Defence & DARPG.
29
ACTIVITIES
EDUCATE
30
Screening of short films by the Government & Sponsors
M.O.D.I. FEST 2017
31
Screening of short films by the Government & Sponsors
EDUCATE
32
ACTIVIT Y GRACED BY TOP NATIONAL AND STATE LEADERS
M.O.D.I. FEST 2017
33
ACTIVIT Y GRACED BY TOP NATIONAL AND STATE LEADERS
EDUCATE
monitor
24X7 DIGITAL MONITORING WITH GEO-STAMPING
Still photographers equipped with GeoTagging (GPS enables) cameras were engaged at every location to record the location of each photograph taken to enable tracking and achievements of the event at each venue. The results were displayed on the M.O.D.I. Fest dashboard, made especially for the program, to ensure transparency and to bring all stakeholders on the same page.
34
s S
Daily Geo tagging and Real-Time Reporting by District Manager All data and photographs collated on a central server
Desktop View
M.O.D.I. FEST 2017
Reporting: Geo – Tagging on Dashboard
35
Mobile view
Click on the M.O.D.I. Fest Shortcut of go to http:// ggen-outreach.co.in/ dashboard/modifest/
Open list of districts, Select district.
Dashboard home page
Scroll down to view results on dashboard
Select state you want to view
Open list of events in district. Select location to view activity picture
Uploaded list of picture with geo-tag
View Pictures
EDUCATE
DIGITAL AMPLIFICATION
share
Photographs, videos and other program related content was disseminated over social media in the form of Facebook posts, tweets and uploads to the mygov.in website.
#
#JanKiBaat #KalKiKahani
Stand up India scheme has brought young
The nation is rapidly moving towards
citizens to follow their passion
entrepreneurs to light and has encouraged
development, join the MODI Fest and contribute to a faster progress 36
# Fasal Bima Yojana has reduced the discomfort faced by farmers by
#
providing financial support
The government promises uninterrupted power supply to all through the Integrated Power Development Scheme
# Skill India has recognised the talents of individuals across the nation and helped them to nurture their skills
# Beti Bachao, Beti Padhao campaign has witnessed our girl child achieve massive success in various professions
# The Benami Act has helped in removing corruption from property dealings and has helped the common man own a home
M.O.D.I. FEST 2017
MyGov.in is an innovative platform launched to ensure the citizens' engagement
37
in decision-making processes of the government, to enable achievement of the ultimate goal of good governance, and of building a new and a developed India, The M.O.D.I. fest feeds and photographs were uploaded on this portal on a daily basis.
38
EDUCATE
news coverage
EDUCATE
NEWS COVER AGE
amplify 40
Press Releases and wide spread media coverage was given in National, Regional & local newspapers
41
M.O.D.I. FEST 2017
EDUCATE
PRE PUBLICITY Since the aim of the campaign was to gain maximum traction, publicity formed an essential component of the event.
42
To enable a wide reach and maximum attendance, LED vans, with branding and audio visual content, were positioned in various cities to spread awareness about the M.O.D.I. Fest 3 days prior to the main event. These were placed in high footfall areas like markets, district centres, haats, malls and main traffic junctions. This resulted in fast and effective dissemination of information to the masses.
M.O.D.I. FEST 2017
43
MAIN EVENT
EDUCATE
M.O.D.I. Fest Mobile
44
Mobile vans were positioned at different places across major cities and encapsulated versions of the exhibitions were organized to engage citizens directly at places where they reside and work to enable ease of access. These were achieved through units comprising three vans each, fitted with kiosks, exhibits and LED Screens.
IMPACT
46
IMPACT
M.O.D.I. FEST 2017
FEEDBACK Government Welfare Schemes 3.7
PM gram sadak YOJANA
3.78
startup india
3.82
DIGITAL india
3.6
PM AWAS YOJANA
3.78
PM fasal bima YOJANA
3.74
defence policy national security
3.62
pm kaushal vikas YOJANA
3.64
swachh bharat
3.64 3.7
ujjwala YOJANA
3.5
mudra YOJANA
3.66
47
jan dhan YOJANA 0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
4.5
5
Changes brought by the current Government 3.96
Speed of working & implemention has improved
3.92
Empowering women to ensure women led development Empowering Gaon & Garib
3.82
Ensuring farmer welfare
3.82 4
Rise in India's standing globally
4.04
Undertaken important reforms
4
Improving infrastructure for a better future
3.94
Successful in mobilising public participation in important initiatives
3.96
Cares for the citizens and is always there for them
4.12
Honest & incorruptible government
3.98
Bold & decisive in tackling challenges 0
0.5
1
1.5
2
2.5
3
3.5
4
IMPACT
ANALYSIS Strengths & Opportunities
feedback
The program enabled one-on-one contact with the beneficiaries resulting in direct feedback from them on the various government initiatives.
48
improvise
In the spirit of it’s objective of good governance, the government reached out directly to the principal stakeholders with a view to fine-tuning its policies and strategies.
diverse
The program was designed to reach the interiors of the Indian landscape thereby attracting diversity of feedback.
digitise
The strategy employed was in line with the idea of e-governance, m-governance and Digital India.
disseminate
The campaign expanded its reach by emphasis on dissemination by social media.
dialogue
M.O.D.I. Fest provided a platform for citizens to express their views/issues directly to the Prime Minister of India through Jan Ki Baat, thereby facilitating a mutual dialogue.
solicit
The NaMo app and the E-Cube Survey aided the the government immensely by soliciting feedback and rating on the successful execution of various schemes of the government.
M.O.D.I Fest
Events such as M.O.D.I. Fest provide a significant opportunity to propagate the various initiatives and work of the Government not only through dissemination of information but also through merchandising, building the brand of significant initiatives.
M.O.D.I. FEST 2017
ANALYSIS Weaknesses
time
Given the conceptual strengths of the campaign, its achievements, while significant, could have been greater with more time available for on-the-ground activation.
weather
The severity of the weather at this time of the year impacted public participation to some extent.
Simultaneous to M.O.D.I. Fest, the event Sabka Saath Sabka Vikas Sammelan was also being conducted in rural locations. This resulted in some lack of communication and coordination between central, state and local authorities. In some places, resources and attention of the local administrative authorities were diverted away from M.O.D.I. Fest, particularly when dates of the two events overlapped directly.
budget
While a social media campaign was launched, due to paucity of time, impact assessment and tracking of social media coverage could not be done. It is recommended that these should be budgeted and provided for in the scope of work for future events/ campaigns.
law & order Greater involvement and presence of law enforcement agencies for ensuring law and order conditions is needed to avoid occurrence of vandalization and roadblocks.
49
resources
IMPACT
DATA ANALYSIS
50
STATE-WISE FIGURES
State Name
Citizen Engaged
PrePublicity Events
Main Events
Mobile Events
No. of Screenings
Jan Ki Baat (RESPONSES)
Likho Kal Ki Kahani (STORIES)
Andhra Pradesh
219450
129
9
35
1191
7629
226
Assam
82080
182
13
0
946
3799
256
Bihar
602700
217
15
174
2332
18283
671
Chattisgarh
55680
99
9
0
577
2522
46
Delhi
113100
121
11
0
794
3821
60
Goa
5750
22
1
0
69
118
0
Gujarat / UT
451488
190
14
136
2435
13482
806
Haryana
216580
125
12
58
1026
10066
236
Himachal Pradesh
45600
81
8
0
433
3019
45
Jammu & Kashmir
42930
79
6
0
435
2223
40
Jharkhand
108300
128
9
0
751
3377
54
Karnataka
337750
312
21
70
2251
12114
381
Kerala
20050
35
3
0
173
221
12
Madhya Pradesh
182920
145
15
23
993
13128
187
Maharashtra
539500
419
18
142
2901
16771
768
Manipur
11400
15
2
0
140
899
7
Odisha
421200
379
30
60
2550
13546
388
Punjab
61400
88
7
0
526
3407
45
Rajasthan
407100
223
15
89
1910
14506
333
Tamil Nadu
102850
162
12
0
919
4640
98
Telangana
95000
95
6
0
553
3468
35
Tripura
9350
13
2
0
63
425
2
Uttar Pradesh
1276440
351
27
365
4300
48368
1049
Uttarakhand
162740
113
9
36
1094
7684
181
West Bengal
152600
198
16
0
1062
7467
107
M.O.D.I. FEST 2017
associate sponsorS
BOOTH sponsorS