Modi’s ‘Mann Ki Baat’ Got Jan Ka Saath: PM’s Word Power Gave Boost to Schemes & Themes, Finds Survey

Prime Minister Narendra Modi’s monthly radio show Mann Ki Baat, which completed nine years on Monday, has given a boost to government schemes, according to a study conducted by the State Bank of India (SBI) and Indian Institute of Management, Bangalore (IIM-B).

The study analysed the impact of 105 episodes of PM Modi’s Mann Ki Baat over the past nine years and the impact (both tangible and intangible). The report focused on analysing the policy implication of Mann Ki Baat using the Natural Language Processing (NLP).

POLICY IMPLICATIONS OF MANN KI BAAT

• Beti Bachao Beti Padhao: Launched in January 2015, the scheme gained traction in Google searches popularity after Mann Ki Baat mentions. It has further gained Google searches popularity after continuous Mann Ki Baat mentions for 2 years.
• Sukanya Samriddhi Yojana (SSY): A small deposit scheme of the Government of India meant exclusively for a girl child, launched as a part of Beti Bachao Beti Padhao Campaign, has been a large success.
• Yoga: The word gained popularity in Google searches after Mann ki Baat mention in December 2014, but it increased after communication on the subject in May and June 2015.
• Khadi: It gained immense popularity during our freedom struggle, but with changing time it was losing its popularity. With Mann Ki Baat, Khadi has gained popularity, leading to rise in sales. Social media coverage of Khadi has gone up too.
• Mudra loan application: Search related to the term has also gained traction in Google searches after Mann ki Baat mentions since November 15. It gained highest popularity with the onset of Covid-19.
• Millets: The negligible searches on the subject got traction with the onset of 2022 and gained further traction with Mann Ki Baat mentions, increasing the mean from 0.026 earlier to 55.77.
• PM SVANidhi: It has gained traction since it was mentioned in the show in February 2020.
• Tourism through Lighthouses: India aims to convert heritage lighthouses in the country into tourism centres. The country has 65 lighthouses that the government aims to work on, and develop as tourist sites. The subject generated interest after Mann ki Baat mention.
• COVID-19: Average Covid Panic Index 2020-22 was one of the lowest in India with continuous positive communication through Mann Ki Baat.
• Swami Vivekananda: It has been found that there was 25% increase in average searches about Swami Vivekananda after it was mentioned in a Mann ki Baat episode.
• Statue of Unity: Searches related to Statue of Unity got a sharp traction since October 2018 after mention in Mann Ki Baat.