Thiruvananthapuram, Nov 4 — Kerala seems to have found a new way to get its message across. When it comes to public awareness, the state is increasingly turning to its film stars.
The latest additions to this growing star cast are actors Kunchacko Boban and Prithviraj, who have been named brand ambassadors of the Forest Department.
Forest Minister Shibu Baby John announced their selection.
They join an impressive list that includes superstar Mammootty, who is being roped in as the brand ambassador of the Kerala Road Safety Authority.
Mammootty has already taken on another public role.
Kerala Home Minister Ramesh Chennithala recently named him Kerala Police's Cyber Security Captain under the CLICK initiative.
So, while Mammootty is expected to spread the message of road safety and cyber awareness, Kunchacko Boban and Prithviraj will carry the message of forest and wildlife protection.
It is an interesting mix of cinema and public service, with the state government banking on the popularity of film stars to reach people beyond the usual government advertisements and awareness programmes.
The choice is not difficult to understand.
Film stars enjoy a reach that government campaigns often struggle to achieve.
Their messages can travel quickly through television, social media and fan networks.
A familiar face asking people to wear helmets, drive safely, stay alert online or protect forests could have a better chance of catching public attention.
The latest appointments also give Kerala an unusual combination of star power across different departments.
One actor is being associated with road safety and cyber security, while two others are being roped in to promote conservation.
Whether the star appeal will translate into safer roads, more responsible internet use and greater concern for forests remains to be seen.
For now, Kerala's government departments appear to have discovered that when public messages need to reach the masses, a little stardom may help.