Bihar offers creators up to ₹1 lakh per video to promote government schemes
Bihar has amended its online-media rules to introduce performance-linked payouts for empanelled creators. Accounts with at least 1 lakh followers could earn up to ₹1 lakh per video, with payment and verification details still awaiting an IPRD notification.
What happened
Bihar Government · Bihar amended its online-media rules to offer performance-linked payouts to empanelled creators promoting government schemes, potentially
Key facts
- ₹1 lakh maximum payout per video
- ₹1 lakh views threshold within 30 days
- ₹10,000 additional payout per 1 lakh views after 30 days
- 10 lakh views payout cap
- Minimum 1 lakh followers for empanelment
- One-year account/media existence requirement
- Six months of analytics required
- 99.1 million Bihar telecom subscribers as of June 2025
- Uttar Pradesh policy payments of ₹2 lakh-₹8 lakh monthly
Why this matters
Media platforms, creator networks, and verification providers should assess partnerships around Bihar’s empanelment and measurement workflow as public-sector influencer spend takes shape.
What to watch
- Publication of the final IPRD implementation notification and empanelment portal.
- Definitions of 'performance' and the evidence required for ₹1 lakh payouts.
- Mandatory paid-partnership or government-sponsored content labels.
- First campaign briefs, creator roster, approved budgets, and disclosed payment records.
- State audit, election-code, or legal scrutiny around use of public funds for creator advertising.
- Similar creator-payment announcements from Uttar Pradesh, Madhya Pradesh, Rajasthan, Odisha, or other state governments.
- Evidence that scheme-related creator content drives measurable application, enrollment, or service-usage lifts.
- Obtain the IPRD notification for follower thresholds, payout tiers, eligible platforms, disclosure rules, audit standards, and payment timelines.
- Build a Bihar creator map by language, district reach, follower quality, government-content history, and audience overlap with mass-market retail categories.
- Track whether empanelment is open to agencies and micro-creators or concentrated among large accounts above 1 lakh followers.
- Monitor whether campaign measurement shifts from views to verified reach, clicks, registrations, grievance resolution, or scheme enrollment.
- Assess spillover into local retail media: brands may seek the same creators for hyperlocal launches, festive campaigns, financial inclusion, telecom, FMCG, and e-commerce fulfillment adoption.