The advertisements showcasing the government's flagship Skill India campaign will now be focused more on featuring real-life success stories of individuals instead of celebrities endorsing the mission for an effective outreach and better connect with masses.
The shift in the media campaign strategy directed towards imparting more credibility to Skill India has already started reflecting in the advertisements posted on social networking websites.
Celebrities including former Miss World and actress Priyanka Chopra, Indian cricket captain Virat Kohli, batting legend Sachin Tendulkar, Bollywood actors Sidharth Malhotra and Shabana Azmi and singer Mohit Chauhan had agreed to become goodwill ambassadors for the Skill India mission on a pro-bono basis without charging a fee, according to the National Skill Development Corporation.
Senior officials in the Ministry of Skill Development and Entrepreneurship said it is now focused on showcasing "common man success stories instead of big celebrity endorsement" to improve the Skill India programme's outreach among the masses.
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