The financial inclusion programme of the Government of India, labelled ‘Prime Minister’s Jan Dhan Yojana’, is being formally launched by Prime Minister Narendra Modi tomorrow, August 28, 2014 in New Delhi. The launch communication mandate for this has been assigned to RK Swamy BBDO.
The agency is charged with developing a fully integrated creative and media communication package. A Committee comprising of the Department of Financial Services, Ministry of Finance, several leading Banks and the Indian Banks Association led the agency selection process.
The programme encompasses all media, including TV, radio, newspapers, outdoor, Internet and social media. The launch communication for this programme commenced on August 23 in newspapers and on August 25 on television across the country.
An animated TV commercial shows a lot of people carrying their money into the bank and easily opening their bank accounts. In the end, the people join hands and morph into the logo.
Watch the TVC here…
Shekar Swamy, CEO, RK Swamy BBDO elaborated, “The Prime Minister’s Jan Dhan Yojana is so crucial for the welfare of millions. As an organisation, we place the top most priority to support such nation-building projects. We are privileged to be associated with it, and we are sparing no effort to ensure that the programme is successful.”