New Delhi, July 11 -- The Punjab government on Friday said its Mukhmantri Mawan Dhiyan Satkar Yojana has generated widespread engagement on social media, with beneficiaries producing reels, dance videos, lip-sync performances and humorous content centred on the welfare scheme.

In a statement, the government said the trend has emerged organically, with women beneficiaries using popular audio clips, local dialects and personal experiences to create content that is being widely shared across digital platforms.

The government said such participation marks a shift from conventional publicity campaigns, where awareness is typically driven through official communication, to one in which beneficiaries themselves are amplifying information about...