Governance / Odisha Govt Bets on Reels, AI and Social Media for Public Engagement

Bhubaneswar, Oct 9: In a significant shift in the Odisha government's communication strategy, Chief Minister Mohan Charan Majhi on Friday asked Information Service officers to move beyond conventional press releases and actively leverage social media platforms to communicate government initiatives.

Emphasising the growing influence of digital media, the Chief Minister urged officials to create engaging content, including short videos and reels, to connect with younger audiences and counter misinformation effectively.

ଓଡ଼ିଶା ସୂଚନା ସେବା (OIS) ଅଧିକାରୀମାନଙ୍କ ରାଜ୍ୟସ୍ତରୀୟ ଦିଗଦର୍ଶନ କାର୍ଯ୍ୟକ୍ରମରେ ଯୋଗଦେଇ ମୁଖ୍ୟମନ୍ତ୍ରୀ ଶ୍ରୀ ମୋହନ ଚରଣ ମାଝୀ ରାଜ୍ୟର ଯୋଗାଯୋଗ ବ୍ୟବସ୍ଥାକୁ ଅଧିକ କ୍ରିୟାଶୀଳ, ସ୍ୱଚ୍ଛ ଓ ଲୋକାଭିମୁଖୀ କରିବା ପାଇଁ ସୋସିଆଲ ମିଡିଆ ଏବଂ ଏଆଇ (AI) ପ୍ରଯୁକ୍ତିର ସର୍ବାଧିକ ଉପଯୋଗ ଉପରେ ଗୁରୁତ୍ୱାରୋପ କରିଛନ୍ତି। ଏହି ଅବସରରେ ସରକାରୀ ବିଜ୍ଞାପନ ବ୍ୟବସ୍ଥାରେ ଶତପ୍ରତିଶତ ପାରଦର୍ଶିତା ଆଣିବା ଲକ୍ଷ୍ୟରେ 'ଇ-ସଞ୍ଚାର' (e-Sanchar) ଆପ୍‌ର ଶୁଭାରମ୍ଭ କରାଯାଇଛି । ମାନ୍ୟବର ମୁଖ୍ୟମନ୍ତ୍ରୀ 'ସମୃଦ୍ଧ ଓଡ଼ିଶା - ୨୦୩୬' ଓ 'ବିକଶିତ ଭାରତ - ୨୦୪୭'ର ସଂକଳ୍ପକୁ ସାକାର କରିବା ପାଇଁ ପ୍ରତ୍ୟେକଟି ଜନକଲ୍ୟାଣକାରୀ ଯୋଜନାର ସୁଫଳ ତୃଣମୂଳ ସ୍ତରର ଶେଷ ବ୍ୟକ୍ତି ପର୍ଯ୍ୟନ୍ତ ପହଞ୍ଚାଇ ସୁଶାସନର ମୂଳ ଲକ୍ଷ୍ୟ ଚରିତାର୍ଥ କରିବା ଉପରେ ଅଧିକ ଗୁରୁତ୍ୱ ଦେବାକୁ ଅଧିକାରୀମାନଙ୍କୁ ଆହ୍ୱାନ କରିଛନ୍ତି ।

— CMO Odisha (@CMO_Odisha) October 9, 2026

Digital Push

Addressing an orientation programme for Odisha Information Service (OIS) officers, the Chief Minister expressed concern over Odisha's relatively weak social media presence compared to several other states.

Referring to a social media performance report shared by the Prime Minister, CM Majhi said Odisha ranked lower than expected in terms of digital outreach and public engagement. He said the government had already instructed the Chief Secretary and the Information and Public Relations Department to focus on strengthening the state's digital communication strategy.

"The public increasingly relies on social media for information. People check their mobile phones before going to sleep and immediately after waking up. We must recognise this changing trend and adapt accordingly," he said.

The ‘3S’ Formula

The Chief Minister advised officers to ensure that government communication follows the "3S" principle: Simple, Swift and Correct.

CM Majhi stressed the need for officials not only to issue press releases but also to create reels and other social media content capable of reaching wider audiences. He also called for prompt responses to misinformation and misleading narratives circulating online.

Citing the Subhadra Yojana as an example, the Chief Minister noted that even major welfare schemes often become targets of negative or misleading content. He urged officials to proactively communicate facts and ensure accurate information reaches citizens.

Engaging Gen Z

Highlighting the importance of connecting with younger audiences, the Chief Minister urged officers to stay updated with emerging social media trends and tailor communication for Gen Z users, who comprise a major segment of digital platforms.

CM Majhi also encouraged the use of Artificial Intelligence tools such as ChatGPT and Gemini for content creation, research and communication support, while cautioning officers about the risks posed by deepfake content and misinformation.

According to the Chief Minister, social media offers an opportunity for instant public feedback, making it an effective platform for understanding people's concerns and expectations.

The government showcased the impact of digital outreach, noting that 133 reels produced by the Information and Public Relations Department to mark the Prime Minister's 25 years in public life reached over 1.21 crore people within Odisha and more than one crore people outside the state.

Senior officials, including Chief Secretary Anu Garg and Additional Chief Secretary of the Information and Public Relations Department Hemant Sharma, also addressed the officers and underscored the importance of digital-first public communication.