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International Journal of Management (IJM) Volume 11, Issue 6, June 2020, pp. 1381-1393, Article ID: IJM_11_06_127 Available online at http://iaeme.com/Home/issue/IJM?Volume=11&Issue=6 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.6.2020.127

© IAEME Publication Indexed Scopus

PERCEPTION AND AWARENESS OF YOUTH TOWARDS DIGITAL INDIA CAMPAIGN

Dr Pardeep Bawa Sharma Associate Professor, USB MBA, Chandigarh University, Mohali, India –

*Dr Roktim Sarmah Associate Professor, Mittal School of Business, LPU, Phagwara, India

*Corresponding Author

ABSTRACT Advertisement plays an important role in influencing human behavior and varies

from person to person having different perceptions and level of awareness. Perception of an individual is influenced by gender, age group, geographical location,

qualification and background. On the other hand awareness regarding any advertisement is determined by exposure to either print, social and traditional media.

Perception can be conceived by identifying as well as translating the sensory information for understanding any phenomenon. Perception can be made by

attraction. Advertising any visual design especially social advertisement can affects people’s perception as well as their mindsets. The study tries to explore the perception and awareness of youths towards Digital India Campaign being started by Narendra

Modi government in 2014.It becomes very important to explore whether the campaigns are being taken by youths seriously or not and can our economy become a cashless economy. The study has been undertaken in largest Private University India’si.e lovely professional University situated in Punjab. Total sample size was 600 and data was being collected through a questionnaire.

Key words: DigitalIndia, Youth, Perception, Awareness Cite this Article: Pardeep Bawa Sharma and Roktim Sarmah, Perception and

Awareness of Youth towards Digital India Campaign, International Journal of Management, 11(6), 2020, pp. 1381-1393. http://iaeme.com/Home/issue/IJM?Volume=11&Issue=6

1. INTRODUCTION The Government and social associations have begun promoting efforts to illuminate, teach individuals in various zones of social intrigue. Print media is utilized as the real hotspot for the

correspondence and furthermore playing out some road plays and some superstar support commercials in our board. Social promoting includes distinguishing the social issue and after that outlining a publicizing effort to take care of the issue. The social issue might be identified

Perception and Awareness of Youth towards Digital India Campaign


with some sort of conduct like smoking or taking medications, they give out the message like hostile to smoking, against drugs and so forth in daily papers, on charge sheets, and as short

ads on TV. Promoting thoughts, for example, diminishment of automobile overloads, enhancing general wellbeing, moderate of normal assets, family arranging, instruct young

ladies, and destroy tyke marriage and so forth serve essential social and financial needs.

1.1. Definition The word advertising is derived from the Latin word' advertere' means "to turn the mind

toward". The American Marketing Association (AMA) recommends the definition, "Advertising is any paid form of non-personal communication and promotion of ideas, goods

and services by an identified sponsor". The AMA highlights advertising as a tool of marketing along with the product and its packaging, price, distribution and personnel selling.

The objective is to present and promote the idea or goods and services. According to this definition promotion is 'non-personal'. It is directed "to whom may concern. The it

effectiveness of advertisements is analyzed via the receptiveness of the audience.

1.2. Different Type of AdvertisementAdvertising is the promotion of a company's products and services carried out to boost sales of the products and services. The perspective is to strengthen brand image and communicate changes in old products or introduce new product/services to the customers. Advertising has become a substantial element of the corporate world and hence companies allot a significant amount of resources towards their advertising budget.

1.3. Appeals in Advertisement There is different appeal in advertising which affects the method consumers see themselves

and how purchasing certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers.

Some of the appeals are: Emotional Appeal :This appeal is related to the psychological and social needs of an

individual for buying various products and services. Many consumers are emotionally motivated or driven to make certain purchases. It includes Personal Appeal, Social Appeal, Fear Appeal. Humor Appeal : Humor is that factor which is used in most of the advertisement for grabbing people’s attention. Humor can be an excellent t catch the viewer’s attention and help in ool to achieving instant recall which can work well for the sale of the product

Rational Appeal: Functional, utilitarian or practical needs of an individual for particular products and services is taken care of under this appeal. Such appeals emphasize the

characteristics and features of the product and the service Print media is particularly well suited for rational appeals. Brand Appeal: Brand appeal is basically for the brand conscious people who want to show their status and want to make a brand statement by choosing any particular product. Snob Appeal: This appeal is directed towards creating feeling of desire for products that are termed top of the line or that have considerable qualities of luxury, style associated with them. Bandwagon Appeal: This appeal relates to the fact that if all are doing something we should also be a part of that crowd.

Dr. Pardeep Bawa Sharma and Dr Roktim Sarmah


1.4. Digital India Digital India which is a campaign by the Government of India comprises of three center parts. These in corporate, the formation of advanced foundation, conveyance benefits carefully and computerized proficiency. Amid the execution of these ventures Government is required to know the feelings, thoughts and input of the general population. The point of this examination is to dissect the Twitter information about usage of Digital India program with Azure Cloud

ML and give proposals to the Government. Twitter information is broke down utilizing diverse calculations like k-implies grouping, relapse and characterization calculations. In this investigation Logical Regression, Locally Deep Support Vector Machine, Two-Class Support Vector Machine and the Two-Class Bayes Point Machine calculations were connected to the informational collection and results were contrasted with pick a reasonable calculation, which will be utilized to examination. Ganesh Kumar and Ramesh (2017).

2. REVIEW OF LITERATURE Anderson, Jennifer(2017): Social marketing campaigns are very effective than then other type of campaigns so they are used for social good activities like antismoking awareness on HIV etc. The study had concluded that social marketing campaign (means using marketing theory ,

skills and practices to achieve social changes ) is an effective method to reduce children’s euphoria. Digitalization which is the need of the present world is the consequence of

developments and innovative advances. Each nation is meaning to accomplish digitalization to engage society bitterly. This point would be extremely hard to accomplish unless there is mindfulness among the general population. Just about a year since the task is propelled. This exploration paper endeavours to investigate the mindfulness among the adolescent about the

Digital India activity (Kher, chandak and kothar ,2017).Online networking, due to its very intelligent nature has enormously changed the way people speak with each other. With the expanded utilization of computerized innovation by the advertisers and additionally the slant of clients towards advanced stages to scan for data. (Rekha and Pooja 2017). An investigation

of client discernment, use design inclinations and fulfillment level with respect to computerized wallets is made in view of an investigation of 52 respondents. It additionally

recognizes the boundaries and difficulties to the reception of computerized wallets. To achieve the research objective a very much organized survey was directed to respondents

wherein they were solicited different with respect to selection from computerized wallets. (Batra &Kalra2017). The journey of demonetization to digitalization (Harshita,2017) is hard hitting and yet not feasible. Ongoing demonetization in India on November 8, 2016, made parcel of frenzy the economy yet in addition made ready to digitalization. Cash crunch and in

accessibility of e- wellsprings of exchanges constrained numerous individuals to utilize electronic methods of payments. Mastercards, check cards/RuPay card, USSD/UPI, Internet saving money, versatile wallets like Oxigen, Paytm, Mobiwik, aadhar-empowered installment framework, POS, et cetera are couple of mainstream methods of electronic exchange, which are ordinarily utilized by the subject. Digitalization will grasp higher straightforwardness in

fiscal terms; minimal effort support; more comfort being used; and help in budgetary consideration and removing dark cash and fake cash from the economy. Government of India

urges individuals to move towards Cashless Economy. This can be omplished by accutilization of Debit, Credit cards, electronic installment entryway frameworks, for example, National electronic subsidizes exchange (NEFT) and Real time net settlement (RTGS) and so on in India. Likewise increment in Internet, portable reception, new channels like sites, web

based life and versatile App gives better approach to purchasers to get to monetary exchanges. The investigation of this paper is to discover job of E-Banking administrations in

Digital India. The targets of study are to recognize Drivers of Digital Banking Transformation, commitment of Indian banks towards Digital India, offices given by Indian



banks to make India cashless, Key obstructions of Digital India.(Nirala & Pandaya 2017)installment and to distinguish Threat for Indian bank. Das & Das (2017): India is a huge nation with a populace of in excess of 1.3 billion, with almost one-seventh of its inhabitants living in country regions. Be that as it may, India is honored with a youthful statistic profile

with half of the populace more youthful than 21 years old. Cell phones have entered all families, well into the hinterlands. Additionally, with a critical push to grow the keeping

money arrange by the legislature and the Reserve Bank, the greater part of the populace is presently either managing an account or inside the saving money industry's span. A huge offer

of the recently saved money populace has begun saving money movement, and the administration benefits, (for example, thos in the types of endowments and annuities) are e

currently being straightforwardly exchanged to the nationals through these records. The utilization of advanced methods of installment have additionally picked up steam, however the pace has been slow and eful. Yu, L & Sun. (2017): This chapter explains the mobile carpayment, a versatile budgetary action conceived of advanced transformation, which is the mix of electronic cash and portable innovation. The fundamental advances of versatile payments, its enormous players, and its the norm and future pattern are talked about. Also, this part talks

about how versatile payments is identified with social equity and social consideration. Through showing the recorded, specialized, monetary, and social parts of versatile

installment, this section expects to furnish perusers with an all encompassing perspective of one of the quick developing money related exercises that are changing business, people, and

the general public. Patel & Golwalkar(2016): This study is to find the opinions of youth towards digital India campaign so the paper explained that “digital India campaign” which

was started by Narendra Modi .To collect the primary data ,questionnaires were given to 200 students in which 100 are girls and 100 are boys .So the research found that the young

generation does not rely on the newspapers or televisions reporting. The young generation will subscribe to new media content like Facebook pages, and twitter accounts and also the

blogs of their friends, independent writers, journalist and social activist etc. to update themselves with latest news. Mainstream media played a major role in popularizing digital India campaign. The majority of young population agree that the campaigns like digital India, Make in India, Skilled India are important and necessary to shape India’s future.

Information in light of survey measures from parents in New Zealand, the UK, and Sweden on states of mind toward promoting to youngsters is displayed. There is cross-

national proof that mentalities here are affectively solid and reliable and information is exhibited on reactions to specific disposition explanations that help this claim. An exploratory

factor investigation on the Swedish and UK information proposes a figure structure respondents with both positive and negative attitudinal bunches toward promoting to youngsters. The paper finishes up with proposals for future research all together that the

worldwide verbal confrontation on publicizing and showcasing to youngsters is educated by diverse research Khanna (2016) . Digital India is a fresh start in Indian economy. In the period of mechanical progression, Digital India program is another activity propelled by Prime Minister Narendra Modi on 2 july2015to make India carefully propelled nation. It is a goal-oriented undertaking of Indian government with expense of Rs. 1, 13,000 crores. This crusade means to give govt. administrations to every last subjects electronically with more enhanced

online framework and availability even in rustic zone. Computerized India is primarily intended to change India as an educated and carefully enabled society. This will help in giving great administration to nationals carefully with the assistance of cell phones as its conveyance system. The central purpose of this program is to update innovation in government divisions and simple access to the administrations given by them made accessible to people in general.

Head administrator of India Narendra Modi dispatches different gateways and items in advanced India week to make this program a reality. Anyway it isn't so natural to actualize



this program on functional ground, yet it will be a main advance in changing India. The target of this paper is think about advanced India system and difficulties looked in its execution

Khanna (2016). Mohanta, Debasis and Nanda (2016) explain about The Digital India edinitiative which is a dream project of indian government which was started on 1stjuly 2015by PM Narendra Modi to to change India into a smart economy and digitally empowered society, transparent and responsive government. The main aim of digital India is to increase digital literacy so that citizens can use digital resources and services as these are available in regional languages and government also kept all the government documents and certificates in cloud with portability. The paper explained about the challenges faced by digital India and impact of

digital India on citizens life style. The study concluded that digital India campaign is providing more employment opportunity for youth which will leads to development of

economy. Nair, Dahiya& Gupta. (2016) were of the view tharwallets have been utilized from a huge number of years to secure and convey individual things of significant worth. The most

punctual esteem wallets or travel bags were a bit of fabric tied with a bit of string which empowered a scope of things, for example, coins to be done to advertise. People have

dependably been portable and have required a holder to safely convey individual things. Individuals devour for both need and joy. Fundamental things, for example, nourishment and attire are acquired all the time however individuals likewise purchase merchandise which are just for happiness reason. For this case, we have advanced wallets which are online stages that stores clients' installment data and passwords and enables them to make electronic business exchanges and make their life simple. Out of the numerous advantages of electronic wallets, few of the critical ones are exchanging cash, paying bills and administrations like installment to taxi administrations. Aside from the altruism picking up components like straightforward entry and usability, it is greatly valuable for gigantic chaotic part where money is considered as the most fitting medium. Individuals are from various foundations and react diversely with

regards to the utilization of advanced wallets. Along these lines it is imperative for the associations of the computerized wallets to isolate the client division for the wallets according

to the general population who needs to utilize and react towards the wallet. Likewise subsequent to seeing such a significant number of fakes and casesas of late identified with

money, individuals feel this is the future and will be the most acclaimed method of cash exchange. Haida& Rahim (2015) expressed that the presence of Internet-based online

networking has made it feasible for a person to speak with other individuals everywhere throughout the world about an item or administration. Online networking enables people to interface openly, examine and share data by utilizing an interactive media blend of individual pictures, words, sound and recordings. Notwithstanding, there just few investigation via web-based networking media publicizing and how customer saw on its incentive in Malaysia, in

this manner there is a gigantic writing hole on this issue. The examination researches the relationship of excitement, enlightening and disturbance of online networking promoting towards item mindfulness and publicizing esteems. An across the country study by utilizing

on the web overview was done and 253 legitimate respondents were chosen. The investigation utilizes recurrence, connection and different relapse examination utilizing SPSS to break down the information. In view of the outcome, the examination proposed a model of online networking publicizing in which educational as the indicator, item mindfulness as the middle person and promoting an incentive as the reliant variable. Saeed, Nasser, Haider and Naz (2014) motivation behind this exploration is to investigate the effect of celebrity and non – celebrity on consumer preception. The examination is quantitative in nature. An example of

size 200 is taken from populace by utilizing non - likelihood comfort irregular testing technique. Information is gathered by utilizing an organized poll. The gathered information is examined through relationship investigation by utilizing. Through examination it is inferred that there is a positive connection of superstar promotion and non-celebrity notice on buyer



discernment, yet big name ad has more prominent positive connection with shopper observation than non-celebrity ad. There were such a large number of explores on big name underwriting in publicizing yet there was no examination found on effect of both superstar and non-celebrity advertisements promotion on customer discernment. Our examination has

secured this hole. Kaur and Neena(2014) highlighted that while creating nation like India, propels in ICTs have brought a considerable measure of openings and maybe a mess of

challenges too. One of the principle challenges is the difference between the data have-s and data those we lack with - what we call the advanced separation. The paper features the idea of advanced separation by and large and the Indian situation specifically. Major challenges in the way towards advanced opportunity, for example, destitution, ignorance, political flimsiness, and poor ICT framework are featured. Key activities in spanning the advanced partition in India are investigated in detail. The more critical part of country libraries in connecting the computerized partition in India is proposed. Bagga(2014) emphasized on data innovation and

developing dependence on web among youths has offered ascend to new structures and methods of correspondence, exchanges and online connection around the globe. Things have

change for example, ecommunication, e- d totally as everything begins with „e‟ these days, exchanges, e-administration and internet business. Among every one of the benefits of the

internet online business is the most vital one as it is specifically influence the monetary development of each country. Having the capacity to shop and buy things and benefit

administrations while paying likewise online has come as a help to our quick pacing society with less time to go outside and do everything physically. And yet paying with plastic money too has its hindrances that can't and ought not be disregarded. Much the same as each other created nation, Indian government is excessively driving our economy into receiving cashless

method of exchanges rather than century‟s long paper money exclusively existed in India. There are different essentials previously any nation can for this dive. Absence of legitimate go measures will make an appreciated space for cybercriminals to abuse the ignorant subjects and ill-equipped government. Sudden move to cashless economy will offer ascent to digital

wrongdoing episodes in India. In this paper there will be nitty gritty investigation of Advantages and weaknesses of cashless economy and its suggestions particularly on digital wrongdoing in dia. In

3. RESEARCH METHODOLOGY 3.1. Rationales & Justification

As Advertisements play an important role in influencing human behavior and varies from person to person having different perceptions and level of awareness. Perception of an individual is influenced by gender, age group, geographical location, qualification and

background. On the other hand awareness regarding any advertisement is determined by exposure to either print, social and traditional media.

Perception can be conceived by identifying as well as translating the sensory information for understanding any phenomenon. Perception can be made by learning, memory,

expectation, and attention. Advertising any visual design especially social advertisement can affects people perceptions as well as their mindsets Awareness can be defined as the ability to directly understand, know, feel, or being cognizant of events. Broadly, is the state of being it vigilant of something. In spite of the increasing awareness about the effect of visual design on

the perception of consumers, surprisingly very less is known about the artistic theory of design on the people’s opinions as well as judgments.

The major agenda for choosing this topic “is to check whether the youth are aware of various social campaigns being run by private brands and what is their perception about these campaigns. Additional to this the study investigates two aspects of social advertisement



campaign being run by private brands. The study is descriptive in nature. It focuses on the variables like awareness and perception of people regarding the Digital India which are being run by the private brands, secondly emphasizes on the various factors that are responsible it for influencing the behavior of individual towards the advertisements

3.2. Research Objective • To study the awareness level of youth regarding Digital India Campaigns. • To study the factors which attract the youth attention towards Digital India Campaign. • To study the perception of youth regarding Digital India Campaigns. • To study the various factors which affect the perception of youth regarding Digital

India Campaign.

3.3. Research G ap There were not many studies in the past which were done on Digital India being run by

private brands. Most of the studies which were done are either on the campaigns being run by the govt. This is the major research gap as there is a wide scope for this study to be conducted by taking the perspective of checking awareness of people towards the campaigns being run by private brands and knowing the factors affecting the perception of people towards these ad campaigns

3.4. Research Design Target population The target population for our research will be the students of Lovely Professional University, Phagwara. The target population is the collection of the object which process the information required by the researcher about which an inference is to made. be

The selection of campaigns was done by conducting a pilot study on 10 different campaigns which included 600 respondents within the age group of 21-35yrs.

Research Design In this research we are using descriptive analysis to gather and look upon the information in order to help for the analysis. Formulating the objective of the study.

Research Area Sample size: The total sample size for our research is 600 students who are studying in lovely professional University, Punjab.

3.5. Sampling Technique In this research we are considering our research as non-random sampling and the types of non-random sampling is Convenience sampling

In this research we are taking convenience sampling technique as our sampling technique because subjects are selected because of their convenient accessibility and proximity to the researcher.

3.6. Data Collection Technique In this research, collected data from the method of designing a questionnaire and by asking

them personally we are conducting research based on that responses obtained from the questionnaire. Data analysis



Data analysis is done through the descriptive analysis using Spss software further we have taken the help of variance standard deviation, mean, median and mode to explore the various factors and Anova as well.

4. PILOT STUDY We have conducted pilot study on 50 students in the Lovely Professional University to find out the top 5 Digital India about which the youth is aware of. The result of our pilot study is as following.

Figure 1 Plot Study

5. DATA ANALYSIS & INTERPETATION 5.1. Awareness of Respondents Regarding Digital India Campaign The respondents were asked whether they are aware about Digital India campaign or not. The response in this respect is shown in Table 1

Table 1 Awareness Regarding Digital India Campaign

Frequency Percent Valid Percent

Cumulative Percent

Valid Not At All Aware 103 17.2 17.2 17.2 Slightly Aware 50 8.3 8.3 25.5 Somewhat Aware 128 21.3 21.3 46.8 Moderately Aware 210 35.0 35.0 81.8 Extremely Aware 109 18.2 18.2 100.0 Total 600 100.0 100.0

A perusal of Table 1 depicts the percentage of awareness regarding Digital India

campaign among respondents. Out of 600 youths being surveyed 18.2 percent of respondents were extremely aware of about the campaign,35 percent of youths were moderately aware of the campaigns,21.3 percent is somewhat aware of this campaign,8.3 percent of respondents were of the view that they are slightly aware of the campaigns and surprisingly 17.2 percent of youths are not aware of the campaign.



Table 2 Factors effecting Digital India Campaigns

Test Value = 2

T Df Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower Upper Presence of Celebrity 9.058 599 .000 .388 .30 .47 Type of Appeal Used -10.436 599 .000 -.290 -.34 -.24 Type of Message -10.963 599 .000 -.338 -.40 -.28 Timing of Broadcast -2.803 599 .005 -.087 -.15 -.03 Music and Background 5.673 599 .000 .187 .12 .25 Catch Slogan/Jingle -7.314 599 .000 -.227 -.29 -.17 Usage of Vernacular Language in Social Advertisements

-3.960 599 .000 -.147 -.22 -.07

The above table 2 indicates the results of one sample t-test for analyzing the effect of

certaing factors for the selected set of Digital India campaigns. It can be seen that presence of celebrity (p<0.000), type of appeal used (p<0.000),type of message (p<0.000),music and

background (p<0.000),catchy slogan and jingle (p<0.000),use of vernacular language in Digital India and social marketing campaign (p<0.000 ) and timing of broadcast (p<0.000 ) significantly differ from hypothesized test value 2.0 (based on null hypothesis) due to P value less than 0.05 at 5 percent level of significance. Hence, we reject the null hypothesis for all these factors and conclude that factors like celebrity presence, appeal used, type of message,

broadcast timing, catchy slogan or jingle, music and background and usage of vernacular languages in social advertisement have a significant effect on social advertisement and social marketing campaigns.

5.2. Factors Effecting Social Digital India Campaigns amongst Youth Related to Age Groups The table below indicates the results of one way an nova for analyzing the effectiveness for the selected set of 10 social ad campaigns among five different age groups. i.e, 18-21 years, 21-24 years,24-27 years ,27-30 years ,30-35 years. The hypothesis is framed to measure the effectiveness for Digital India and social marketing campaign amongst youth related to age groups. H11 : Factors like celebrity presence, appeal used, type of message, broadcast timing, catchy

slogan or jingle, music and background and usage of vernacular language is a social advertisement have no significant effect on social advertisement and social marketing

campaigns related to all the different age groups. HA11 : Factors like celebrity presence, appeal used, type of message, broadcast timing, catchy

slogan or jingle, music and background and usage of vernacular language is a social advertisement have a significant effect on social advertisement and social marketing

campaigns related to all the different age groups. The table 3 indicates the results of one way an nova for analyzing the effectiveness of

some selected set of factors for the selected set of 10 issues in a social ad campaigns among five different age groups. i.e, 18-21 years ,21-24 years,24-27 years ,27-30 years ,30-35 years. It can be seen that effectiveness for those selected set of issues in Digital India among all the groups related to presence of celebrity (F= 2.097 and P > 0.05,0.080), Type of appeal used (F= 0.118 and P > 0.05,0.096), type of message (F= 1.183 and P > 0.05,0.112 ),Timing of

broadcast (F= 2.067 and P > 0.05,0.084), music and background (F= 3.382 and P > 0.05,0.009), catchy slogan/jingle (F= 2.209 and P > 0.05,0.067), use of vernacular language in



Digital India and social marketing campaign(F= 0.636 and P > 0.05,0.637) are not significantly different among all the age groups due to high p-value than 0.05 at 5 percent level of significance. Hence, we accept the null hypothesis for all these issues and conclude that factors like celebrity presence, appeal used, type of message, broadcast timing, catchy

slogan or jingle, music and background and usage of vernacular language is a social advertisement have no significant effect on social advertisement and social marketing

campaigns related to all the different age groups.

Table 3 Analysis of Variance Between Age Groups Regarding Factors Effecting Digital India Sum of Squares df Mean Square F Sig.

Presence of Celebrity Between Groups 9.183 4 2.296 2.097 .080 Within Groups 651.336 595 1.095 Total 660.518 599

Type of Appeal Used Between Groups .220 4 .055 .118 .976 Within Groups 277.320 595 .466 Total 277.540 599

Type of Message Between Groups 4.280 4 1.070 1.883 .112 Within Groups 338.039 595 .568 Total 342.318 599

Timing of Broadcast Between Groups 4.708 4 1.177 2.067 .084 Within Groups 338.785 595 .569 Total 343.493 599

Music and Background Between Groups 8.650 4 2.162 3.382 .009 Within Groups 380.443 595 .639 Total 389.093 599

Catch Slogan/Jingle Between Groups 5.051 4 1.263 2.209 .067 Within Groups 340.123 595 .572 Total 345.173 599

Usage of Vernacular Language in Social Advertisements

Between Groups 2.100 4 .525 .636 .637 Within Groups 490.994 595 .825 Total 493.093 599

Thus the null hypothesis gets accepted and can be concluded that there is no significant

effects amongst respondents regarding the different age groups related to the selected factors in social advertisement and social marketing campaigns.

6. FINDING OF STUDY The major finding of the study is that majority of respondents are between the age group of

21- 25, followed by below 20 almost questionnaire is filled by youth who are little aware about the digital transactions as well as the most of them are from the urban.

The frequency of watching the digital India campaigns is moderate & the respondents also remember the name of the campaign well after watching it.

Research reveals that the respondents also have awareness about most of the Govt. run Digital India however respondents are more aware or have highest awareness about Girl Child education Campaign followed by two other campaigns Women Empowerment by NITI Ayog & Save Tigers being run by govt.

The research shows that there are various factors that affect their level of perception of youth regarding digital India advertisements. The factor that is considered most important is the theme of the message, followed by prime time promotion. This shows that an appropriate theme and standard timing is of vital importance for favorable perception. The major factors



to attract the youth towards social advertisement are entertainment, emotional appeal, brand appea l.

7. RECOMMENDATION As observed in the responses, most of the youth like to watch advertisement, knows about digital India Campaigns .However has been revealed in the research that most of them watch it these campaigns occasionally, so in order to increase the frequency of watching these ads the

government should focus more on youth’s centricity by incorporating those factors which grabs youth’s attention and urges them to watch the advertisements.

It is also found that most of the respondents (youth) like to watch the ads related to personal and beauty care, related to sports, technology & related to cars and games. So in

order to grab youths attention the companies should incorporate these factors in their advertisements so as to make their ads more impressive and eye catching. is also observed It

in the survey that the youth pays more heed to those advertisements which are having appealing celebrity with a combination of good music and story. So the companies should emphasize more on celebrity endorsement and making their social ad campaigns in such a way like presenting some story accompanied with good music that will allure the youths interest towards them. Survey also reveals that the respondents are loyal towards the brands who are involved more in CSR activities. So in order to attract more and more people towards their advertisement campaigns the brands should also concentrate on increasing their brand equity

by engaging in more CSR activities by which they not only gain consumers trust but also manage to become more popular and will be preferred by consumers.

8. CONCLUSION The objective of our study was to check the awareness level of youth towards digital India

campaigns and also to identify the factors which attract youth’s attention as well as affects their perception towards digital India campaign.

By using the appropriate statistical tools, we are able to justify our objective and we come to result that majority of the youth are aware of various Digital India being run by government and thinks that they are real, also they are watching these campaigns because of the factors like catchy slogan, message presented in subtle manner, presence of celebrity etc.

The factors that came out to be important for grabbing youth’s attention as well as the one’s which affects their perception is the theme of the campaign, celebrity endorsement,

good music etc Seeing the increasing trend of Digital India being run by different brands the companies can concentrate on the above mentioned factors that grabs youth’s attention relates

to youth’s centricity &spend good amount on promotions to make people aware about the campaign by providing in-depth information about them.

Overall, can be concluded that the celebrity who is casted in the ad campaigns must be it appealing/acceptable to the youth supported by melodious music. The story by which

campaigns are presented should build interests of people. Though content is the central point of a campaign, if is not shown in a subtle manner, the main aim of the campaign will it bedefeated. Thus, the photography must be alluring. The ads should be presented at appropriate

time, in accordance with the nature of ads. For example- the ads which are related to the social cause like family planning should be relegated to late hours because these ads are

meant for adults and have less meaning or appeal for children.



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