India, July 11 -- The Punjab government on Friday said its Mukhmantri Mawan Dhiyan Satkar Yojana has evolved into a widely shared social media trend, with beneficiaries creating reels, dance videos, lip-sync performances and other user-generated content around the welfare scheme.

According to a government statement, the initiative has gained traction across digital platforms through videos created by women beneficiaries, who are sharing their experiences using popular audio tracks, humour and local dialects.

The government said the trend has emerged without celebrity endorsements or paid influencer campaigns, describing it as an example of beneficiaries voluntarily promoting a public welfare initiative through their own social media con...