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Clash of Indian Influencers: Is the UP government’s new policy legalised bribery?
Dhruv Rathee
The digital world has witnessed yet another fiery exchange between Dhruv Rathee and Gaurav Taneja, two of the most well-known YouTubers in India, has taken place in the digital sphere. Local reports stated the Uttar Pradesh government’s new social media policy, which offers to pay influencers up to Rs 8 lakh per month for endorsing state programs, is the battleground this time around.
Not one to hold back, Dhruv Rathee—who is well-known for his sharp criticism of governmental policies—called the plan “Legalised Bribery” and said it was financed by tax dollars. His biting criticism on X went viral very fast, garnering over two million views and sparking a flurry of responses on social media.
Former pilot and IIT graduate Gaurav Taneja is on the opposing side of the argument and has steadfastly supported the policy. Taneja questioned the critics’ hypocrisy, questioning if public humiliation was appropriate for publications and television networks that air government advertisements.
The online community is once again split due to the opposing viewpoints of these influencers, with both proponents and opponents offering their opinions. Rathee and Taneja have a history of public disagreements; their June 2024 altercation over the “India vs. Bharat” issue is still remembered by their supporters.
What’s the deal with UP’s new social media scheme?
The Uttar Pradesh Digital Media Policy, 2024, was recently green-lit by Chief Minister Yogi Adityanath’s Cabinet. The policy, developed by the state’s information department, is designed to engage influencers and content creators to promote government schemes on platforms like X, Facebook, Instagram, and YouTube.
Influencers are categorised into four groups based on their follower count, with payment structures set accordingly. The government believes this initiative will not only boost the visibility of its achievements but also create income opportunities for UP residents, including those living outside the state.
Is this policy a progressive move to adapt to the digital age, or is it simply a new form of state-sponsored propaganda?
