1 week ago
Maharashtra BJP Turns to Cash and Reels for Gen Z
Maharashtra’s government wants to connect better with young people called Gen Z. Gen Z includes people born between 1997 and 2012.
The government is considering giving girl students Rs 2,000 each month.
It also wants to make Marathi films that young people may enjoy.
Young people will be invited to join campaigns about saving soil and water.
They can make short Instagram videos, and the best ones may win prizes.
The government also wants festivals to include more activities for young people.
It is relaunching an anti-drug campaign because officials are worried about addiction in rural areas.
The Devendra Fadnavis government has announced five youth-focused initiatives this week.
Officials are considering giving girl students Rs 2,000 monthly as pocket money.
The government plans to fund Marathi films using advanced technology and youth-oriented themes.
A statewide “walk for water” campaign will invite 15- to 30-year-olds to make Instagram reels.
Maharashtra is expanding anti-drug efforts, including anti-drug cells in every hospital.
- Who
- The BJP-led Maharashtra government, including ministers Devendra Fadnavis, Chandrakant Patil and Ashish Shelar, is leading the initiatives.
- What
- The government is launching and considering programs involving financial support, films, social-media campaigns, festivals and anti-drug measures for youth.
- Where
- The programs are being planned across Maharashtra, including all 36 districts for the water campaign.
- When
- The initiatives were announced this week; a festival is scheduled for next month.
- Why
- The government wants to connect with Gen Z and respond to concerns about youth issues, education, health and addiction.
Key facts
- Target group
- Gen Z, described in the article as people born between 1997 and 2012.
- Estimated population share
- Gen Z is estimated to make up 25% of Maharashtra’s population.
- Student support proposal
- Girl students could receive Rs 2,000 per month as pocket money.
- Film initiative
- The government plans to help finance Marathi films featuring advanced technology, visual effects and youth-oriented themes.
- Water campaign
- The “walk for water” campaign will be held across all 36 districts.
- Social-media participation
- Participants aged 15 to 30 must create 30- to 60-second Instagram reels about saving soil and water.
- Anti-drug action
- The government has ordered anti-drug cells to be established in every hospital.
Quotes
Unnamed senior BJP minister
A senior BJP minister in the Maharashtra coalition government who was not identified.
“We now need to bring greater coordination to the festival, increase the number of activities and programmes, scientifically collect data on them and present them to the world. Our planning and organisation must be undertaken with this objective. Until last year the govt’s role was largely to give permissions. But now that the festival has been accorded the status of Rajya Mahotsav, the government is also an organiser.”
indianexpress.com
“Gen Z has become our primary concern and we have no assured formula to deal with them effectively.”
indianexpress.com
Sources
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