In a surprising yet strategic move, the Ministry of Information and Broadcasting is reportedly considering the inclusion of top Bollywood celebrities in promotional campaigns for India's Public Sector Undertakings (PSUs). The initiative aims to reshape public perception, especially among youth and urban audiences, by leveraging the star power of Indian cinema.

According to ministry insiders, the proposal includes collaborative campaigns with PSUs such as NTPC, ONGC, and GAIL, focusing on themes like sustainable development, Make in India, and energy self-reliance. Discussions are underway with key production houses to create high-quality ad films and short digital content featuring celebrities.

An official from the I&B Ministry said, "Our PSUs are global-level institutions, but many youth are unaware of their contributions. A strategic Bollywood collaboration will bridge this awareness gap."

Earlier, Bollywood actors like Amitabh Bachchan and Akshay Kumar have promoted government schemes such as Swachh Bharat and COVID-19 awareness. This time, the focus could expand to include employment drives, green energy initiatives, and Made-in-India tech solutions from PSUs.

PSU officials believe this can improve recruitment, create brand equity, and attract private sector talent. Experts in the branding space also see this as a rare convergence of public service and pop culture.

If approved, the campaign is expected to launch before the end of this financial year.