In a collaborative research endeavor by the State Bank of India (SBI) and the Indian Institute of Management Bangalore (IIM-Bengaluru), an in-depth analysis was conducted on the profound impact of Prime Minister Modi’s “Mann Ki Baat” over the past nine years.

This study explores the far-reaching consequences, both tangible and intangible, stemming from this influential communication platform. Furthermore, the report meticulously examines the policy implications of “Mann Ki Baat” utilizing Natural Language Processing (NLP), shedding light on its substantial influence on various government initiatives and public discourse.

Policy Implications of “Mann Ki Baat”:

  • The “Beti Bachao Beti Padhao” scheme, launched in January 2015, experienced an upswing in popularity in Google searches following its mention in “Mann Ki Baat” that same month. Its popularity continued to grow with ongoing references in “Mann Ki Baat” episodes for two consecutive years.
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  • The “Sukanya Samriddhi Yojana” (SSY), a government deposit scheme designed exclusively for girls and introduced as part of the “Beti Bachao Beti Padhao” campaign, achieved significant success.
  • The term “Yoga,” which has been a timeless concept, saw an increase in Google searches after being featured in a “Mann Ki Baat” episode in December. However, it experienced substantial popularity growth following extensive mentions in “Mann Ki Baat” episodes in May and June 2015, ultimately raising its overall Google search popularity.
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  • “Khadi,” which had been a symbol of India’s freedom struggle, had been gradually losing its appeal over time. However, with the influence of “Mann Ki Baat,” Khadi experienced a resurgence in popularity, accompanied by a rise in sales. Social media coverage of Khadi also increased significantly.
  • Searches for “Mudra Loan” applications gained momentum in Google searches after being featured in “Mann Ki Baat” episodes since November 2015. Its popularity reached its peak during the onset of the COVID-19 pandemic.
  • “Millets,” a term with minimal prior search interest, began to gain traction in 2022 and saw a further boost in popularity due to mentions in “Mann Ki Baat” episodes, resulting in a substantial increase in its average search popularity.
  • The “PM SVANidhi” initiative gained visibility after it was mentioned in “Mann Ki Baat” in February 2020.
  • A plan to promote tourism through heritage lighthouses in India, involving the conversion of 65 lighthouses into tourist destinations, was introduced.
  • Regarding the COVID-19 pandemic, India maintained a relatively low average “Covid Panic Index” from 2020 to 2022, largely attributed to the consistently positive communication through “Mann Ki Baat.”
  • There was a notable 25% increase in average searches related to “Swami Vivekananda” following its mention in a “Mann Ki Baat” episode.
  • Searches associated with the “Statue of Unity” experienced a sharp surge in interest since October 2018 after being featured in “Mann Ki Baat.”