Directorate of Advertising and Visual Publicity (Ministry of Information and Broadcasting) has initiated a creative pitch for ‘Bharat Nirman’ campaign in the capital and has called nine agencies to present. Agencies called for the presentation are the agencies empanelled with DAVP, some of which include Span Communication, Crayons, Lowe Lintas, Grey Worldwide, Dentsu, Percept/H and GraphisAd.
It is understood that the objective of the campaign is to ease the negative sentiments aroused amongst the public because of various scams and send out a positive message highlighting feats achieved under numerous schemes run by the government. The size of the account is estimated to be in the vicinity of Rs 40-50 crore.
Official comments could not be obtained at the time of filing this report but sources close to the development have confirmed the news to exchange4media.
The agencies were given an initial brief yesterday by DAVP officials. The presentations are likely to begin by next week. Sources have informed exchange4media that the theme for this year is to highlight various schemes run by the government in India that are helping in taking the nation forward. Some of the schemes to be highlighted are being run under ministries such as health, minority affairs, rural development, power, women and child development. RTI and its benefits also form part of it.
The media duties for the campaign would be managed by DAVP itself.
This is the fifth time a theme-based campaign will be launched under ‘Bharat Nirman’, an initiative started by the Congress in the year 2007. Percept/H has executed first three phases of the campaign entirely. The campaigns were appreciated widely and were also touted to have played a key role in Congress' victory in 2009. The duties for the campaign last year, however, were shared between Grey Worldwide and Percept/H.
With Congress losing out in State Assembly Polls held in Punjab, UP and also the recently held MCD Elections in Delhi, it would be interesting to see if the ‘Bharat Nirman’ campaign can revive the faith the Indian junta has lost in the party.
Take a look at the campaign launched earlier under ‘Bharat Nirman’