After bombarding urban and rural masses with information, updates and even tidbits on new initiatives and schemes through social media, Narendra Modi government’s next target is to reach school and college students for publicising its policies and measures.

The latest step involves preparing college students as “Modi's Messengers” who in turn will spread out in schools and spread the word on government's policies and programmes ahead of 2019 general elections.

"The initiative is part of Sankalp Siddhi plan launched last year for citizenship partnership for making India free of filth, corruption, casteism, communalism, and terrorism in next five years," a Culture Ministry official said.

In the first phase, the plan is being started in four states in north-east, including Assam, Tripura, Meghalaya and Manipur which will see 500 principals and 700 college students being trained, with the help of the National Commission for Protection of Child Rights for quiz competition for school going kids.

"The college students will act as mentors of school kids and apprise them of the government's novel plan," said Priyank Kanoongo, NCPCR member (education).

The later phases of the scheme will see about 60-70,000 college students being trained to take the message forward.

Communication experts meanwhile said it looked like a move that will click with the young generations.

“Communication is integral to this government and they understand its importance in today's time,” said a Delhi-based columnist. “Part of it would be a publicity drive but it will also involve people, particularly new voters and adolescents from far most parts of the country in the process of governance and make them more aware of all government's initiative. It makes sense.”