Government of India has launched the second series of Bharat Nirman campaign ‘Glimpses of India Story’. The TVC went on air on August 14, 2013 across India.
Percept/H has conceptualised and created the new TVC.
This comprehensive multi-media initiative was unveiled by I&B Minister Manish Tewari. The TVC intends to capture the journey of India’s development through various programmes and policies launched by the Government during the last 10 years.
Speaking on the new launch, the I&B Minister said, “The content of Phase II of the initiative highlighted the foresight of the UPA Government in initiating programmes that articulated the hopes and aspirations of India cutting across the different sections of the population. The content also reiterated the commitment of the Government to people of the basic postulate of leading a dignified life. The newly designed content highlighted measures taken by the Government to strengthen the concept of inclusive growth within the mainstream of policy making.”
The objective of the current phase of the India Story, which is designed on an integrated model, is not only to communicate the benefits of the reforms, but to develop a sense of ownership for these initiatives among the people, shared an official release.
This initiative will also be put across on traditional, print, outdoor, special outreach programmes, focussing on new media platforms with the objective of informing the public about the new policies undertaken by the Government recently. The content for print and visual media is developed in 11 languages.
The TVC has been concentrated on six broad themes, highlighting the broad features of each of these initiatives. The print media initiative would be covering 539 newspapers across the country, the outdoor publicity has been planned in 195 cities/towns with 750 sites, also 216 private FM stations and prominent TV channels shall cover the ‘Glimpses of India Story’.
There is a special video for the theme song, ‘Meelon Hum Aa Gaye, Meelon Humein Jana Hai’ that has been developed, highlighting the need to continue on the path ahead to ensure that the country has able to achieve high economic growth as well as social equity. The key highlight of the audio visual content will also be the special song on ‘National integration’ of two-minute duration focussing on India’s innate strength in ‘Unity in diversity’, added the release.
The initiative will also be undertaken on the new media platform via YouTube, Twitter, Facebook and blogs. It will also cover the rural areas via strategic and well-planned rural communication.
Amitava Mitra, COO – Percept/H said, “The new set of communication on Bharat Nirman focussing on Aadhaar, DBT, food security, land acquisition, real estate regulator, national integration and a few others have been equally challenging and demanding as the previous films since there was the need for continuity in the theme and tone of the communication in spite of the fact that the programmes and policies were so uniquely different from one another.”
“Rajiv Agrawal, the Creative Director and writer of these films and Pradip Sircar, the film maker were simply outstanding in their effort to not only bring in the synergy but more importantly build on the stories and emotions so that the connect with the people is strong and believable. The support and guidance we have received from the Honorable Minister and the entire team at I&B Ministry and DAVP has been quite amazing and truly a memorable experience,” added Mitra.