The familiar “Tun Tun” notification sound is no longer just another mobile alert in Punjab. It has become the soundtrack of thousands of social media reels celebrating the Punjab Government’s Mukhmantri Mawan Dhiyan Satkar Yojana. From village courtyards to bustling towns, women are lip-syncing, dancing, joking and storytelling around the scheme, transforming a welfare initiative into one of the state’s most unexpected digital trends.
Government welfare programmes are typically discussed through policy announcements, budget allocations, beneficiary numbers and official publicity campaigns. Rarely do beneficiaries themselves become the driving force behind public awareness. Mawan Dhiyan Satkar Yojana has broken that pattern.
Across Punjab, women are creating humorous reels, dance videos, lip-sync performances and relatable content inspired by the scheme, turning it into a grassroots social media movement.
What makes the trend remarkable is that it is entirely organic. There are no celebrity endorsements or paid influencers driving the conversation. Instead, beneficiaries themselves are using trending audio tracks, popular reel formats and everyday humour to share their excitement in local dialect, giving the content a distinctly Punjabi flavour. The videos are being widely shared among friends and families, with the now-familiar “Tun Tun” audio echoing through homes,neighbourhoods and marketplaces across the state.
In the process, women have become the scheme’s most effective communicators. They are introducing the initiative to their own social circles through creativity and personal storytelling. Every reel not only reflects an individual’s experience but also expands awareness through peer-to-peer sharing, reaching audiences that conventional campaigns often struggle to engage.
One of the songs dominating social media begins with the now instantly recognisable lines:
_”Tun Tun baje… Tun Tun baje…”_
Another popular track playfully imagines shopping after the money arrives:
_“Dekhin aange lifafeyan ch suit mitra, jadon Tun Tun hovegi…”_
The catchy tunes, rhythmic beats and relatable lyrics have inspired thousands of women to create their own versions, making the songs synonymous with the scheme itself.
The trend has also prompted humorous responses from men. In one light-hearted rap circulating widely on social media, they jokingly ask why only women are receiving the benefit:
_“CM Mann nu suneha mera sidha hi pucha diyo,
Bandeyan de khate vich 500 hi paa diyo.
Aiven kithe sare paise bibiyan te la diyo,
Sanu vi marri moti toon taan suna diyo.”