After water bottles, canteens, pharmacies, cement, farm fresh outlets, salt, mobiles and a baby care kit comes a call centre. The Tamil Nadu government on Tuesday launched the Amma Call Centre – named after the affectionate title given to Chief Minister J Jayalalithaa by her followers. The 24-hour service is aimed at improving governance by allowing citizens to phone in with their grievances.

Tamil Nadu residents with a problem will be able to dial a toll-free number to reach the call centre, which is equipped to handle around 15,000 calls a day.

A government press release said details of the grievances would be passed on to relevant officials and that citizens would receive an update on the status of the complaint via text message.

With assembly elections in the state slated for the summer, Jayalalithaa is looking to redeem herself after the torrent of criticism she faced in the wake of December's Chennai floods. The Opposition accused her All India Anna Dravida Munnethra Kazhagam government of bungling relief and rescue efforts, and there was public outrage after images of the chief minister appeared on many of the relief packages being distributed to citizens.

The latest addition to “Brand Amma”, however, got the humour mill abuzz on social media.