PERCEPTION AND AWARENESS OF YOUTH TOWARDS DIGITAL INDIA CAMPAIGN

Advertisement plays an important role in influencing human behavior and varies from person to person having different perceptions and level of awareness. Perception of an individual is influenced by gender, age group, geographical location, qualification and background. On the other hand awareness regarding any advertisement is determined by exposure to either print, social and traditional media. Perception can be conceived by identifying as well as translating the sensory information for understanding any phenomenon. Perception can be made by attraction. Advertising any visual design especially social advertisement can affects people's perception as well as their mindsets. The study tries to explore the perception and awareness of youths towards Digital India Campaign being started by Narendra Modi government in 2014.It becomes very important to explore whether the campaigns are being taken by youths seriously or not and can our economy become a cashless economy. The study has been undertaken in India's largest Private University i.e lovely professional University situated in Punjab. Total sample size was 600 and data was being collected through a questionnaire