T’puram: Even when the state’s finances are under severe strain and sweeping treasury restrictions are in place, the state govt approved a Rs 15 crore digital publicity campaign to promote its schemes across major online platforms. In an order issued on March 12, the information and public relations department granted administrative sanction for a comprehensive digital marketing campaign to disseminate govt schemes, announcements and campaigns through platforms including YouTube, Google Ads, Facebook, Instagram, Dailyhunt and OTT services. The order approved a proposal worth Rs 15 crore and simultaneously authorised the release of Rs 5 crore as an advance. The sanction came in the final hours of the financial year, at a time when the state treasury imposed stringent curbs on payments amid an acute cash crunch. According to internal instructions circulated to treasury officials (accessed by TOI), the govt tightened payment procedures as the financial crisis deepened. Bills reaching the treasury can no longer be cleared immediately. Only those bills that appear on a ‘priority list’ issued by the directorate can be passed for payment. The instructions also state that daily bills will require specific clearance from the directorate, in addition to the existing restrictions on bills exceeding Rs 10 lakh. The new control mechanism was communicated through a WhatsApp message circulated to treasury officials in the name of the treasury director. The use of WhatsApp for conveying such instructions also drew attention, as chief minister Pinarayi Vijayan told the assembly on Feb 12, 2024, that official directions for departmental functioning would not be issued through social media or messaging platforms. Meanwhile, the sanction for the campaign has drawn criticism. Officials say that while routine departmental payments are being filtered through a centralized priority mechanism, the govt has fast-tracked funds for a large-scale digital campaign aimed at amplifying its programmes. The order also states that the campaign will focus on ensuring wider public access to information about govt schemes and initiatives through digital platforms.
