A research work by SBI and IIM-Bengaluru has analyzed the impact of 105 episodes of PM Modi’s Mann Ki Baat in last 9 years. This collaborative research has assessed the lasting impact of changes (both tangible and intangible) brought in by the powerful and strategic medium of communication that is Mann Ki Baat. This report has also focused on analyzing the policy implication of Mann Ki Baat using the Natural Language Processing (NLP).
Policy implications of Mann ki Baat:
• Beti Bachao Beti Padhao’ scheme launched in Jan 2015, gained traction in google searches popularity after Mann Ki Baat in Jan 2015. 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 which has been around since time eternal, gained popularity in google searches after Mann ki Baat on Dec 14, but after heavy weight communication on Mann Ki Baat in May and June 2015, it has gained popularity enough to increase the mean of google search popularity.
• Khadi gained immense popularity during our freedom struggle, but with changing time it was losing its popularity. With Mann Ki Baat, Khadi has gained immense popularity, with concomitant rise in sales. Social media coverage of Khadi has gone up too.
• Mudra Loan application search also has gained traction in google searches after Mann ki Baats since Nov 15, but it has gained highest popularity with the onset of Covid 19.
• Millets negligible searches got traction with the onset of 2022 and gained further traction with Mann Ki Baats, increasing the mean from 0.026 earlier to 55.77.
• PM SVANidhi has gained traction since it was mentioned in Feb 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.
• COVID-19: Average Covid Panic Index 2020-22 was one of the lowest in India with continuous positive communication through Mann Ki Baat.
• It has been found that there was 25% increase in average searches about Swami Vivekananda after it was mentioned in the Mann ki Baat episode.
• Searches related to Statue of Unity got a sharp traction since October 2018 after mention in Mann Ki Baat.
