The Maharashtra wing of the Press Information Bureau recently used the popular meme to highlight the inclusion of protein-rich pulse in diets to fight malnutrition.
In its meme the agency wrote: “Why did Kokila Ben get angry? She couldn’t have protein-rich chana that day”.
Asking people to eat healthy under the Poshan Abhiyan or nutrition initiative, they wrote: “Whoever it may be, ask them to add pulses to your diet”.
— PIB in Maharashtra 🇮🇳 (@PIBMumbai) September 2, 2020
The ad comes after the month of September was declared as ‘Nutrition Month’ by PM Narendra Modi in the latest episode of his monthly radio show ‘Mann Ki Baat’.
Netizens were in splits seeing the government agency using the popular meme:
Even Kokilaben from Saath Nibhaana Saathiya is worried about the status of malnutrition in India. Now, it’s a serious issue and we must take steps to tackle the trouble. @cfnsnewdelhi @MinistryWCD @neelmani1305 @arjandewagt @NutritionIntl @gainindia #PoshanMaah #poshanmaah2020 https://t.co/Jd6T7f9TNp
— Sahil Sharma (@voice_sahil) September 2, 2020
Include #pluses #chana in the diet to address #GHI indicators- #undernourishment, #childstunting, #childwasting & #childmortality@PMOIndia @nstomar @TelanganaCMO @PIB_India @icarindia @AgriGoI @GLDC_CGIAR @ICRISAT https://t.co/vrFzwbAAIO
— Manish Roorkiwal🇮🇳 (@manishroorkiwal) September 2, 2020
— Ankush Rai (@Ankushrai1) September 2, 2020
Good one. Use of memes to spread awareness https://t.co/h6YSVVBflf
— K VENKATESH (@amvenkyoffl_k) September 2, 2020
Look at this, govt officials getting creative. https://t.co/hGLJQYOipA
— AC (@Amit27327682) September 2, 2020
— Anuj Sharma (@captnewmonk) September 2, 2020
— Ankit Verma (@Ankit___Verma) September 2, 2020
You guys also…. 😆😆😆😆😆😆😆😆😆😆😆😆
— Sumanta (@sumanta_saha_) September 2, 2020
Ohh! Brilliant. You guys are rocking just like @MumbaiPolice . Keep it up.👏👏
— Khursid Alam (@cskhursid) September 2, 2020
The catchy song was inspired by a scene from Star Plus show ‘Saath Nibhana Saathiya’. Memes based on the song has been used by brands and other official handles. The show is set to return for a second season.
Yash Mukhate, the engineer-turned-musician behind the song, said that he knew the character was popular but had not anticipated his creation would become this popular.