Maharashtra Govt To Spend Rs 200 Cr On Publicity of Women Cash Transfer Scheme
MUMBAI: Maharashtra Government will spend around Rs 200 crore on publicity of the Mukhyamantri Majhi Ladki Bahin Yojana (MMLBY), flagship scheme of chief minister Eknath Shinde. The women and child development department has issued a government resolution (GR) in this regard. The department will advertise the scheme through audio-visual and audio medium in creative manner at cinema houses, State Transport depots and bus stands, Metro and Railway stations among other prominent places.
In June 2024, Maharashtra Deputy Chief Minister and finance minister Ajit Pawar had announced MMLBY, which covers married, divorced and destitute women in the 21-65 age groups, who will get Rs 1,500 per month. The government has already earmarked Rs 46,000 crore for MMLBY annually. The scheme has already received a good response from the women.
The GR said that the Media Plan has been approved for Rs 1,99,81,47,436 crore. “The Directorate General of Information and Public Relations in coordination with the women and child development department will do publicity as per the media plan,” it said.
According to the GR, the publicity material will be prepared in the form of animation film, audio song, jingles, audio theme song and documentary among other things.
It said that the department will also do outdoor publicity of the scheme as per the media plan. The highest amount of Rs 25 crore has been earmarked for advertisement through private hoardings for a period of 30 days. In addition to this, Rs seven crore has been earmarked for ST depot through LCD/LED and ESB screen for 30 days.
A senior official, requesting anonymity, said that since the scheme has already received a huge response, there was no need to spend money on the advertisement of the scheme. “As it is an election year, the government has decided to do publicity on a large scale,” the senior official said.