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What is Digital India Campaign? What is the impact of Digital India Campaign on Digital Marketing?


From the very first day, when Prime Minister Narendra Modi came to power, he expressed about his two big dream projects Digital India and Make in India. The first step towards making India digitally empowered, Narendra Modi launched online portal MyGov.in for the convenience of the citizens. In July 2015, he also started his own mobile app to connect to the citizens directly.

With an objective to establish participative, transparent and responsive government, our honorable PM Narendra Modi took a strong step famously known as “digital India Campaign”. The top Industrial tycoons like RIL Chairman and Managing Director Mukesh Ambani, Tata Group chairman Cyrus Misrty, Wipro Chairman Azim Premji and many others are joining hands with government and sharing ideas to make India digitally empowered.

After the inauguration of the scheme, many initiatives have been taken by the government to empower people in areas relating to health, education, labor and employment, commerce etc.

Let’s go through the program structure

The Digital India Campaign consists of several programs. These programs are initiated with an objective of preparing India to become empowered socially and economically. Moreover it also aims to bring good governance for each citizen through synchronized and co-ordinated engagement of the Government.

Our PM has handover the whole responsibility of implementing Digital India Campaign to the Department of Electronics and Information Technology (DeitY). In collaboration with various Central Ministries/Departments and State Governments the Department of Electronics and Information Technology is organizing and planning strategies of different activities under the Digital India, which is carefully monitored by Monitoring Committee on Digital India headed by the Prime Minister itself.

Vision of Digital India

The vision of Digital India program is to bring growth in areas of electronic services, products, manufacturing and job opportunities etc. It is covers three key areas:

  • Digital Infrastructure as a Utility to Every Citizen
  • Governance & Services on Demand and
  • Digital Empowerment of Citizens

With the above futuristic goal, under the Digital India program, government has announced to provide Broadband Highways, Universal Access to Mobile Connectivity, Public Internet Access Programme, and E-Governance.

Key Projects of Digital India programme

1. Digital Locker System:

With the implementation of Digital Locker System, it will help to minimize the usage of physical documents and induce the facility to share e-documents across agencies. The users can share the e-documents through registered repositories, which will ensure the authenticity of the documents online.

2. MyGov.in

The online portal MyGov.in has been introduced to provide each citizen a platform, through which they can show their engagement in the government affairs by a “Discuss”, “Do” and “Disseminate” approach. The government is going to launch a mobile app soon, which would bring these features to users on a mobile phone.

3. Swachh Bharat Mission (SBM)

The government will introduce a mobile app for the citizens, which will enable them to participate in Swachh Bharat Mission initiated by PM.

4. eSign framework

This will help the common people to digitally sign or attest a document online using Aadhaar authentication.

5. The Online Registration System (ORS)

Under the eHospital application The Online Registration System (ORS) has been introduced for the convenience of the common people. It will enable citizens to take advantage of important services like online registration, payment of fees and appointment, online diagnostic reports, enquiring availability of blood online and much more.

6. National Scholarships Portal

Under the Digital India scheme the government has formed National Scholarships Portal for the convenience of the students seeking for scholarship. It facilitate the students for end to end scholarship process right from submission of student application, verification, sanction and paying the scholarship amount to the end beneficiary for all the scholarships provided by the Government of India.

7. DeitY

The Department of Electronics and Information Technology has initiated

Digitize India Platform (DIP) for large scale digitization of records in the country that would assure for efficient delivery of services to the citizens.

8. Bharat Net

The Government of India has introduced Bharat Net, to connect all 2.5 lakh Gram Panchayats of country through a high speed digital highway.


Bharat Sanchar Nigam Limited has initiated a program Next Generation Network (NGN), in order to replace 30 year old exchanges. It is based on IP technology to manage all types of services like voice, data, multimedia/ video and other types of packet switched communication services.


In order to deliver services electronically to the citizen and improvise communication channel between citizens and authorities, it is highly important to have uninterrupted connectivity.

Impact of Digital India Campaign

The great initiative to make the citizens digitally empowered has left many positive impacts in various sectors, which is Phenomenal. It has been estimated that by 2019, starting from broadband connectivity in all Panchayats, Wi-fi in schools and universities and Public Wi-Fi hotspots. In coming years this program will open the new world of opportunities in IT, Telecom, and Electronics, both directly and indirectly. However, it will help to eradicate the unemployment and underemployment ratio.

Impact of Digital India Campaign on Digital marketing field

Customer Acquisition:

After the successful execution of Digital India campaign, the customer Acquisition of the online marketer will boost because more number of people will engage in the internet. As generating lead is the only KPI of most of the business online, so it will help to grow your business online.

E-Marketing revenue contribution has increased:

Earlier, 50% of the marketers available online reported that e-Marketing activities were contributing only 10% of total revenue generated. However, after the digital India campaign, people are showing more interest in new technology. So, now 85% of the Marketers are generating revenues through e-Marketing activities for their business and getting phenomenal results.

Integrated Campaigns increase Conversion Rates:

India is going through digital revolution; people are getting engaged in various online platforms. Seeing this 80% of India Marketers is using integrated campaigns (Email, Social, and Mobile) to increase the conversion rates.

Maximum Customer Engagement is achieved through Social Media updates:

India is on the way to becoming digitally empowered. The digital India campaign has brought many positive impacts on digital marketing field. As ever growing number on social media, it has turned out to be the top choice for achieving maximum customer engagement (46%) followed by email campaigns (28%).

Top Marketing Activities:

This year social Media (66%) tops the list of the effective digital marketing tool. Email marketing (53%) in on second priority voted by India Marketers. Over 50% of the Marketers are now getting inclined to digital marketing and planning to increase investment in online marketing activities.

Online Budget for Email Marketing:

You know 45% of India customers have positive response regarding email offers, which is 3x of US Consumer. It has been predicted that in the year 2017-2017, 50% of India Marketers will increase their investments by 31%-50% in Email Channel.

Influences of Social Media on Email Marketing:

After the execution of Digital India campaign, people are turning towards the internet. So, it has been assumed that in 2017-2017, Social Media on Email Programs will leave the considerable impact on the customers. The online marketer is expecting the rise in a number of subscribers by 31% of marketers, a 500% increase from 2015. That’s really huge number!!

"Digital India" campaign is the phenomenal move of the government of India. It has been expected that in coming years it is likely to generate 18 lakh digital jobs. India is on the journey of technological transformation. We just hope that this blockbuster program wins the show!!