The Bhagwant Mann government is set to host a conclave of around 1,000 social media influencers in Kharar to showcase its welfare schemes and strengthen outreach among Gen Z (File photo).The Punjab government is set to bring together hundreds of social media influencers at a conclave in Kharar on August 30 to expand its digital outreach and promote its welfare schemes and development initiatives among younger audiences.The conclave, approved by Chief Secretary K A P Sinha, is scheduled to be held on August 30 at Film City, Kharar, with around 1,000 social media influencers from across Punjab expected to be invited. AAP national convener Arvind Kejriwal is expected to attend the conclave along with Chief Minister Bhagwant Mann.The government is looking at the event as a new outreach mechanism, particularly to connect with Gen Z, a demographic that increasingly gets its news and information through Instagram, YouTube and other social media platforms.Chief Secretary Sinha held a meeting on Friday to put the finishing touches to the proposed conclave, sources said. Administrative Secretary, Social Security, Women and Child Development, Gurkirat Kirpal Singh, has been appointed the nodal officer for organising the event. The Department of Public Relations is expected to spend around Rs 3 crore on the conclave, sources said.“Every department that has rolled out a scheme has been asked to put up a stall at the conclave so that the influencers can be told about the flagship schemes of the government. These influencers will take these to every internet user in the state, especially Gen Z. The state government wants to tap Gen Z with this initiative,” said an official privy to the developments.According to sources, around 1,000 influencers have already been identified by a private company engaged by the government for its social media outreach. The actual attendance, however, is expected to be around 600, said sources.The conclave will effectively bring the government’s conventional publicity machinery and the state’s expanding influencer ecosystem onto one platform, said a government source. Departments have been asked to showcase their schemes, achievements, and ongoing work through stalls and presentations, providing influencers with content that can subsequently be packaged for social media, they added.Story continues below this adGovernment sources said that influencers are invited only to the conclave and are not paid separately. Also, they are not expected to disclose that their content would be based on government-provided material.Major schemes on showAmong the schemes likely to be showcased at the conclave are the Mukh Mantri Maawan Dheeyan Satkar Yojana, under which the government is providing monthly financial assistance to eligible women; the Mukh Mantri Sehat Yojana, which provides cashless healthcare cover of up to Rs 10 lakh per family and the government’s free electricity scheme, providing up to 300 units a month to eligible consumers.The Health Department is also expected to highlight the expansion of the Aam Aadmi Clinic network. The government had said that the number of functional clinics had reached 993 by March this year, with the clinics collectively recording more than five crore patient visits.Similarly, the Education Department is likely to showcase its Schools of Eminence and other initiatives as part of the government’s pitch on its work in the education sector.Story continues below this adPool of social media creatorsOfficials said the idea was not merely to organise another government event, but to create a pool of social media content creators who could explain government schemes in a language and format that are more easily consumed by younger audiences.“The move comes at a time when political parties are increasingly treating social media influencers as an important component of their outreach strategy. Unlike conventional government advertisements, influencers can potentially take a scheme into smaller and more targeted digital communities, with content tailored for different age groups and regions,” said a source.The exercise also comes months before the Punjab Assembly elections, making the timing significant. While officials maintain that the conclave is intended to raise awareness of government schemes, the large-scale mobilisation of influencers could provide the government with an additional digital platform to project its record of governance.The government is now working on the logistics of the event, including departmental participation, stalls, and content to be shared with influencers.Kanchan Vasdev is a Senior Assistant Editor in The Indian Express’ Punjab bureau. She is a highly experienced journalist with 22 years of expertise covering high-stakes politics, governance, and social issues in Northern India. Professional Background Role: Primary reporter covering the Punjab Chief Minister’s Office (CMO), government policies, and the Aam Aadmi Party (AAP) leadership in the state. Experience: She previously worked with The Tribune and has played a key role in launching various city editions. Special Projects: Abandoned Brides: Authored a monograph on brides abandoned by NRIs as part of the Prabha Dutt Memorial Fellowship. Environment: Worked as a Centre for Science and Environment (CSE) fellow, focusing on the pollution levels in the Satluj river. Recent Notable Articles (Late 2025) Her recent reporting focuses on the legislative strategies and political maneuvers of the Bhagwant Mann-led Punjab government: 1. Legislative & Governance Standoffs "Punjab govt advances special Assembly session to pass resolution against VB-G RAM G Bill" (Dec 20, 2025): Reporting on the state's move to block the Centre's "Viksit Bharat" mission, which the state claims will undermine MGNREGA. "Punjab govt doubles down on special sessions, sixth in January" (Dec 19, 2025): Detailing the AAP government's use of special sessions as a legislative tool amid tensions with the Governor. "Punjab asks 'VIP teachers' working near Chandigarh to go back to border districts" (Dec 16, 2025): Reporting on CM Mann's move to end the practice of influential teachers avoiding postings in remote areas. 2. Political Analysis & Rural Polls "Punjab rural polls: Why Akalis are likened to dinosaurs in Punjab" (Dec 19, 2025): Analyzing CM Bhagwant Mann's rhetoric against the Shiromani Akali Dal (SAD) following local body elections. "AAP claims win in 78% Punjab zila parishads as counting continues" (Dec 18, 2025): Breaking down the results of the 2025 rural elections. "Rahul Gandhi and Sidhu alike, says Bhagwant Mann" (Dec 13, 2025): Covering the CM's critique of the Congress leadership. 3. Law Enforcement & Bureaucracy "Suspended Punjab IPS officer Ravjot Kaur Grewal awaits reinstatement" (Dec 10, 2025): Investigative reporting on the bureaucratic red tape involving the Election Commission and the state government. "Punjab declines to give parole to Amritpal Singh" (Nov 27, 2025): Detailing the state government's refusal to grant parole to the radical preacher and sitting MP. 4. Welfare & Economy "Punjab government's plan to add more freebies to 'atta-dal' scheme hits funds roadblock" (Dec 4, 2024): An analysis of the fiscal challenges facing the state's flagship food security program. "Mann leads Punjab delegation to Japan and South Korea for investor outreach" (Dec 2, 2025). Signature Beat Kanchan Vasdev is known for her insider access to Punjab's political executive. Her writing provides deep insights into how state policies are formulated and the friction points between the state government and central authorities. Her dual expertise in environment and law allows her to report on complex issues like the "Farmhouse Policy" (Dec 18, 2025) and river pollution with a unique policy-oriented lens. X (Twitter): @kanchan99 ... Read MoreStay updated with the latest - Click here to follow us on Instagram