Digital Marketing to Promote Government of India scheme

Industry: Government Scheme

Client Business:

Sukanya Samriddhi Yojana, was launched by PM. Narendra Modi & is being managed by the India Post. It is a personal investment product for girl child, launched under Beti Bachao Beti Padhao campaign. This scheme was launched to ensure a bright future for every girl child in India.

Business Objectives:

Our client, Department of Post, was at task to open record number of Sukanya Samriddhi Accounts. Knowing the power and reach of social media, Postmaster General of Mumbai Postal region initiated launch of social media campaign to spread awareness about SSA scheme. Paarami was handed over the responsibility to manage this ambitious social media campaign.

Our Solution: 

We held meeting with key Mumbai Postal officials and understood their suggestion and expectations. With no paid budget allocated to promote the scheme, we came up with this unique proposition of making Mumbai Postal employees as brand ambassadors of SSA scheme. The proposal was welcomed by the officials and we held several social media promotion training workshops for Mumbai Postal employees.

We started with Facebook campaign and received exceptional response from the Mumbai postal staff. The scheme reached large number of target audience over Facebook. It generated many discussions and queries over the page. We made sure that all queries and messages are being answered by postal officials promptly.

What We Did:

  • Landing page launch –
  • Facebook Page launch
  • Facebook page promotions
  • Delivered Social Media Promotion Training Workshops

Results Achieved:

  • Facebook messages reached to 4L+ people in 6 months
  • Inquiry calls received by Mumbai Postal increased by 5 folds
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