Getting past the digital barrier, the Directorate of Advertising and Visual Publicity has decided to use the newer methodologies of communication to spread public messages. Earlier, the preferred mediums were newspapers, television and radio.
Media reports inform that the publicity wing of the government is already on the look-out for websites that see higher traffics, to put up advertisements. Alongwith that it is also in the process of identifying bulk SMS providers to send out official messages.
It is anybody's guess as to why is the government resorting to these methods. The simple thing is numbers. There are 70 crore or more mobile phone subscribers in the country and unlike newspapers and television they do not have to spend on accessing information through SMS. Moreover, a SMS is more likely to be read than newspaper advertisements.
However, before the service becomes operational, there will be a test run for three months. So, keep an eye, because the next time you receive a SMS, it could be from the government and might be impacting you in some way or the other.