Chtrbox, One Impression, Mad Influence among 8 chosen for govt’s social media outreach

The Ministry of Information and Broadcasting has empaneled eight influencer marketing agencies - including OpraahFx, Chtrbox, One Impression and Mad Influence - for its social media outreach under the MyGov platform. However, the government is yet to spend a single rupee on influencer engagement, the Centre informed Parliament on Wednesday.

In a written response to a question raised by MP Dr. Bachhav Shobha Dinesh, Minister of State for I&B Dr. L. Murugan said that while these agencies were formally selected following a Request for Quotation (RFQ) floated on March 7, 2023, no financial expenditure has been made so far.

The selection is part of the Centre’s intent to modernize citizen outreach and engage digital-savvy audiences through platforms like Instagram, YouTube, and X (formerly Twitter). These interactions, Murugan clarified, fall under the larger umbrella of “MyGov collaborations” - a citizen engagement initiative aimed at participatory governance.

“Engagements with stakeholders - including influencer-led content - are part of these outreach efforts,” Dr. Murugan said, adding that no individual influencers have been onboarded yet and no campaign budgets have been disbursed.

Industry experts say the move signals early groundwork for future digital campaigns - possibly ahead of upcoming state elections and the 2026 general elections - though the current zero-spend status reflects a cautious start or procedural hold.

 With India’s influencer economy projected to cross ₹3,000 crore by 2026, the government's decision to empanel agencies like OpraahFx, Chtrbox, One Impression, and Mad Influence underlines its recognition of creator-led content as a powerful tool in public messaging.

The ministry has not disclosed the names of all eight agencies or provided a projected spend timeline.