The Central Government has clarified that only about 2% of the Beti Bachao Beti Padhao (BBBP) scheme’s budget was spent on advertisements over the past five years, refuting claims of an 80% ad spend. Responding to a Rajya Sabha query, Minister of State for Women and Child Development Savitri Thakur dismissed the notion, stating, “No, sir,” when asked if the majority of the scheme’s funds went to media campaigns.

In a detailed written response, Thakur revealed that from 2020-21 to 2024-25, the BBBP scheme incurred a total expenditure of Rs 335.37 crore, with just Rs 7.02 crore—approximately 2.09%—allocated to media advocacy. Notably, this entire media budget was utilized in 2020-21, with no further spending on ads in subsequent years.

Launched in January 2015, the BBBP initiative focuses on improving the child sex ratio and empowering girls through awareness campaigns and district-level interventions aimed at transforming societal attitudes toward the girl child.

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The government’s financial data highlights that the scheme’s highest expenditure occurred in 2022-23, reaching Rs 95.96 crore, followed by Rs 88.63 crore in 2023-24. The clarification addresses ongoing concerns about the scheme’s fund utilization, countering criticisms that it prioritized publicity over tangible outcomes.

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