7 Indian States Using Creators To Promote Tourism, Culture And Government Schemes

Influencers were once mostly associated with brand deals. Now, state governments are increasingly treating them as another communication channel. The approach varies. Some states use creators to promote tourism and culture, while others have created formal systems for communicating government schemes and achievements. Here are seven states showing how that shift is taking shape.

1. Andhra Pradesh: Creators as tourism storytellers

Andhra Pradesh is using influencers to showcase destinations, rural culture and local traditions.

In a 2025-26 campaign with Volunteer Yatra, 11 influencers visited Visakhapatnam, Araku Valley and Lambasingi. The first phase generated more than 4 million views. A second campaign around Konaseema’s Sankranti celebrations produced another 5 million views.

The Tourism Department said the overall campaign generated more than 9 million views and over 1,000 tourism booking enquiries. The campaign also focused on lesser-known destinations and local communities.

2. Uttar Pradesh: Turning residents into creators

Uttar Pradesh has taken a more grassroots approach.

Its ‘Visit My State Uttar Pradesh’ campaign asks young residents to create 60-second reels about their hometowns, covering heritage, food, culture, art and local experiences.

The idea is to turn Gen Z residents into cultural ambassadors and let them tell their own state’s stories through short-form video.

3. Punjab: A formal influencer policy

Punjab introduced its Influencer Empowerment Policy in 2023, creating a structured system for working with social media influencers.

The policy covers promotion of Punjab’s culture, heritage and governance initiatives. Influencers are divided into five categories according to their subscriber base, with compensation ranging from up to Rs 3 lakh for several categories to Rs 8 lakh per campaign for creators with more than one million subscribers.

The state has continued expanding this approach, including plans for a large influencer conclave focused on government schemes and Gen Z outreach.

4. Bihar: Paying creators according to views

Bihar has taken the most direct performance-linked approach.

In August 2026, the state Cabinet approved amendments allowing empanelled creators to receive up to Rs 10,000 for every one lakh views on eligible videos about government schemes, programmes and achievements. The payment can reach Rs 1 lakh for 10 lakh views, subject to government conditions and verification.

Bihar’s Tourism Department has also previously run influencer campaigns covering spiritual, eco, heritage, wellness, food, art and culture tourism.

5. Rajasthan: Influencers as ‘new broadcasters’

Rajasthan introduced a social media policy in 2025 that created the role of ‘Nave Prasarak’, or new broadcasters.

Selected influencers promote government welfare schemes and decisions across platforms such as Instagram, YouTube, Facebook and X. The state also provides training in content creation, editing, SEO, social media management and branding.

The policy includes monthly honorariums of Rs 25,000 for Category A creators and Rs 15,000 for Category B, with performance monitoring.

6. Haryana: Influencers enter government advertising

Haryana’s Digital Media Advertisement Policy 2023 brought social media news channels and influencers into the state’s government advertising framework.

The policy allows them to carry sponsored content around government schemes, services, achievements and policy initiatives. It also introduced an empanelment system based on followers, subscribers and posting activity.

7. Karnataka: Creators become recognised digital media entities

Karnataka’s Digital Advertising Guidelines 2024 formally include influencers within the state’s definition of digital media entities.

Influencers with at least one lakh followers can qualify, but they must register with the Department of Information and Public Relations to be eligible for government digital advertising.

The change effectively puts creators inside the state’s official digital advertising ecosystem rather than treating them only as occasional campaign partners.

The bigger shift

The common thread across these states is simple: governments are recognising that creators already have something official channels often struggle to build, an audience that actively chooses to listen.

Andhra Pradesh is using them to sell experiences. Uttar Pradesh is using residents to tell local stories. Punjab has built an influencer policy. Bihar has linked payments to views. Rajasthan has created government-facing “new broadcasters”, while Haryana and Karnataka have brought creators into formal advertising systems.

It also raises an important question: when public money funds creator content, how clearly should audiences be told that the message comes through a government-backed campaign?

That question will become increasingly relevant as creators move from promoting products and destinations to becoming part of how governments communicate with citizens.