New Delhi : The Ministry of Information and Broadcasting (I&B) is significantly expanding its digital and local outreach efforts through the Development Communication and Information Dissemination (DCID) Scheme, a Central Sector Scheme aimed at enhancing public awareness and citizen engagement with government programmes, policies and initiatives.
The DCID Scheme focuses on reaching diverse sections of society, with special emphasis on rural, tribal, remote and urban populations across the country, including regions such as Maharashtra and Jammu and Kashmir. By ensuring last-mile communication, the scheme plays a vital role in bridging the information gap and promoting inclusive participation in governance.
Implementation of the scheme is carried out by the Ministry of I&B through its key media units—the Central Bureau of Communication (CBC), Press Information Bureau (PIB) and the New Media Wing (NMW). Together, these agencies ensure coordinated and effective dissemination of information through print, electronic, outdoor and digital media platforms.
Under the DCID framework, the Central Bureau of Communication undertakes large-scale multimedia public awareness campaigns on flagship government schemes such as Swachh Bharat Mission, Pradhan Mantri Awas Yojana (Rural and Urban), Jal Jeevan Mission and Pradhan Mantri Kisan Samman Nidhi. These campaigns are designed to inform citizens about the benefits, eligibility and implementation of various welfare initiatives.
To enhance the scheme’s impact in the current financial year, the government has adopted a modern, multi-platform communication strategy with a strong focus on digital outreach and localized engagement. Targeted communication campaigns are being conducted across diverse digital platforms in line with the Government of India’s Digital Advertisement Policy, 2023, with a particular focus on reaching youth and digitally active audiences.
The CBC plans and executes media campaigns, including those in specific regions such as Jalgaon, by aligning communication strategies with the objectives of client ministries and the needs of the intended target audience. This approach ensures that messaging remains relevant, effective and region-specific.
Detailed, activity-wise expenditure under the DCID Scheme is made publicly available on the CBC website, promoting transparency and accountability in the utilisation of public funds.
These efforts underscore the Ministry’s commitment to leveraging both digital innovation and grassroots communication to strengthen citizen awareness, participation and trust in government initiatives.
This information was submitted by the Minister of State for Information and Broadcasting, Dr. L. Murugan, in the Lok Sabha on 17 December 2025.
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