A report says that about 56 percent of the 'Beti Bachao Beti Padhao' scheme's funds have gone into publicity. Taking a dig, Rahul Gandhi today tweeted out, "Modi Bachao, Advertisement Chalao'.

"Through the 'Beti Bachao Beti Padhao' scheme our Marketer in Chief, PM NoMo, has proven his interest in women's empowerment is purely superficial & driven by his megalomaniacal tendencies," the Congress party lambasted later.

However, there seems to be nothing outrageous here. Says columnist Somnath Mukherjee, "A sensitization programme spends the bulk of its money on..... sensitization."

Taking potshots at the Congress president, Pratyasha Rath writes, "Genius, you do know it is a behavioral change campaign right. How will they change behaviours without spending on communication?"