Later in the day, the Press Information Bureau put out a breathless release to announce the prime minister's Instagram debut. After providing details of his various social media connections, the press release went on to say in robustly encouraging tones, "The Prime Minster has been making use of social media to showcase the work done by the government as well as inspire people to serve the nation through campaigns like the Swachch Bharat Mission.... It has been successful in opening up a direct channel of communication between people and the PM."