Prime Minister Narendra Modi has called on India’s musicians, students, theatre groups and content creators to use their creative platforms to spread awareness about drug addiction and encourage young people to choose a drug-free life. Speaking during the 137th episode of Mann Ki Baat, PM Modi urged creators to develop songs, slogans, short plays and social media content in different Indian languages. This is part of the ‘Nasha Mukt Yuva for Viksit Bharat’ campaign. It is important to note that PM Modi’s address focused significantly on the involvement of youth and creators.
Why Creators Are Being Brought Into the Campaign?
PM Modi highlighted the power of creative communication in reaching audiences, particularly young people. He encouraged musicians to create songs around the message of a drug-free life. Meanwhile, students and theatre groups were urged to develop short, impactful plays highlighting the dangers of substance abuse and ways to overcome addiction. The Prime Minister also directly addressed India’s growing creator community. He asked them to produce content in different Indian languages so the message can reach a wider and more diverse audience. According to Modi, creative efforts can sometimes make a stronger impact than traditional awareness campaigns. This point was emphasized by PM Modi in his remarks about harnessing creator influence.
A Social Media Push Against Addiction
With millions of young Indians consuming content every day across platforms, this campaign led by PM Modi is looking beyond conventional posters and awareness programmes. From Instagram reels and YouTube videos to music, theatre and regional-language storytelling, creators can turn an important social message into content that feels more relatable and accessible to young audiences. Moreover, the appeal also reflects the growing role of digital creators in shaping conversations around social issues. This is particularly true among Gen Z and younger audiences.
‘Drug Addiction Affects More Than One Person’
Notably, PM Modi stressed that addiction is not an issue limited to the individual dealing with substance abuse. He pointed out that its impact can extend to families and society, making prevention and awareness a collective responsibility. He also appreciated individuals and organisations working to spread awareness about drugs and support people struggling with addiction.
The Campaign Has Already Reached Millions
The Prime Minister’s latest appeal comes weeks after the virtual launch of the ‘Nasha Mukt Yuva for Viksit Bharat Sankalp Abhiyan’ on August 2. The launch reportedly brought together more than one crore young people across over 28,000 locations. This gave the campaign a nationwide push. Now, with PM Modi encouraging creators to participate, the government is looking to take the message beyond traditional outreach. The idea is to reach into the spaces where young Indians spend much of their time.