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With Gen Z in focus, parties turn to reels and campus outreach ahead of polls

Political parties are intensifying their outreach to Gen Z voters through campus programmes, digital campaigns and interactive events ahead of upcoming elections. Congress has planned youth-focused engagements, while the Samajwadi Party is using AI content, memes and short videos to appeal to young voters in Uttar Pradesh.

The BJP and central government are also exploring creator-style content and a proposed ‘One Day One University’ campaign for direct student engagement. The push comes amid growing youth concerns over jobs, education and governance, with parties increasingly recognising Gen Z’s influence on online narratives and voting decisions.

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The News Today: Krishnamurthy Subramanian & Santosh Mehrotra On UPI Levy

In this edition of The News Today, anchor Rajdeep Sardesai leads a crucial discussion examining the government's UPI merchant discount rate levy. Joining the panel are Dr Krishnamurthy Subramanian, former Chief Economic Advisor to the Government of India, and Professor Santosh Mehrotra, Visiting Professor at the University of Bath. Professor Mehrotra argues against continuous taxpayer subsidies for digital payments, advocating instead that transaction costs should be fairly apportioned between banks, multinational platforms, and merchants. Meanwhile, Dr Krishnamurthy Subramanian warns that imposing an ad valorem transaction tax fails to align with UPI mechanics and risks driving small merchants back to cash transactions. He underlines that UPI should primarily serve as an engine for credit creation to generate income for banking infrastructure and technology investments rather than imposing friction on digital commerce. The panellists also assess whether merchants will ultimately pass these costs onto consumers and analyse the broader economic ramifications of altering the fee structure for digital payments.

UPI Payment System: 'Someone has to bear the cost', says Santosh Mehrotra

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MDR on UPI Payments: Krishnamurthy Subramanian

Former Chief Economic Advisor Krishnamurthy Subramanian shares his perspective on the government's merchant discount rate (MDR) policy for UPI payments. Discussing UPI's role as a sovereign public good, he cautions against ad valorem transaction taxes and notes that merchants might shift back to cash transactions, incurring implicit opportunity costs. Instead of taxing transactions, he emphasizes utilizing the platform to drive credit creation in the economy. Subramanian points out that India's private credit-to-GDP ratio is around 60%, compared to the global average of 150%, offering massive scope for expansion. 'Utilize this for credit creation,' he asserts, explaining that interest income can sustainably fund infrastructure, technology, and cybersecurity needs.