Jharkhand rolls out influencer engagement scheme, offers creators up to Rs 10 lakh

New Delhi: The Jharkhand government has rolled out the "Influencer Engagement Programme 2025," offering financial support of up to Rs 10 lakh to content creators who showcase the state's attractions to a worldwide audience. 

The initiative, launched on World Tourism Day (September 27), aligns with the theme of "Tourism and Sustainable Transformation" and aims to elevate Jharkhand's profile through authentic digital storytelling.

The program, also referred to as the "Johar Influencers" initiative – drawing from the traditional tribal greeting "Johar" – invites social media influencers to highlight the state's forests, waterfalls, tribal cuisine, handicrafts, festivals, and lesser-known destinations. 

Officials emphasise that this modern approach will complement traditional tourism campaigns by tapping into young, creative voices to reach millions online and boost visitor footfall while fostering economic opportunities for local communities.

Eligible participants include active creators on platforms like Instagram, Facebook, YouTube, and X (formerly Twitter), with priority given to travel vloggers, bloggers, food and culture enthusiasts, and short-video makers.

Influencers are categorised into four tiers – nano, micro, macro, and mega – based on their audience size and reach. Financial honorariums range from Rs 3 lakh to Rs 10 lakh, disbursed quarterly depending on the category, content quality, creativity, views, likes, and engagement levels.

Beyond monetary incentives, selected creators will receive additional perks from the Jharkhand Tourism Development Corporation (JTDCL), including two days of free accommodation at state-run hotels, government-arranged travel, and support from forest and eco-tourism authorities. The program also seeks to engage rural youth, providing employment and monetisation opportunities while positioning them as cultural ambassadors.

Jharkhand boasts 528 identified tourist sites across categories like natural landscapes, wildlife reserves, and spiritual hubs. Creators are encouraged to feature spots such as Netarhat's serene hills, Hazaribagh and Betla National Parks, Baidyanath Dham, Trikut Hills in Deoghar, Rajrappa temple, the historic Maluti temples, Parasnath, Lugu Buru, and McCluskieganj. Tribal festivals like Sarhul, Karma, and Sohrai are also highlighted as key themes for content.