Srinagar, July 17 -- The objective of the orientation was to familiarise artists with various aspects of public communication and to strengthen their role in CBC's outreach initiatives aimed at promoting central government schemes and welfare programmes across Jammu and Kashmir.

Vikram Sahay, Chief Commissioner of Income Tax for UTs of Jammu & Kashmir and Ladakh was the Chief Guest. In his address, Sahay emphasised the power of traditional communication tools, saying "traditional communication remains one of the most powerful tools to connect with the masses. Local artists and their art forms carry a natural resonance with the community, making messaging more impactful."

Sahay, who previously served as Joint Secretary in the Ministry of...