Grey Worldwide has been appointed as the communications consultant to the government of West Bengal. The government, which has been on its efforts to create a new and vibrant image for the state by restructuring its loss making Public Sector Units (PSUs), will have all their official communications through Grey Worldwide.
Naresh Gupta, National Head, Account Planning, said, "This is a very significant project for the agency. We are going to handle all the internal and external communications for the West Bengal government. This includes interactive activities, advertising and PR functions."
About the agency fee, he said, "It is not a traditional account wherein you can quantify the size. What we have won is a six months consulting project with the West Bengal government, which would revaluated after the project term gets over."
Faced with a growing dependence of its loss-making PSUs upon government's financial support, the state government initiated a process in 2002 for restructuring them as a part of its larger effort to free resources for redeployment in social and infrastructural development sectors to further economic growth in the state.
Each of these measures would cause displacement from employment, a sensitive issue for any government. The Public Enterprise Department, which was given the task of restructuring, followed an intensively consultative process with employees' organisations at both PSU and the central levels and designed an Early Retirement Scheme (ERS) to compensate such displacement that was approved by the state government.
Gupta said, "Twenty two PSUs have gone through the first phase, wherein they were either sold off, had to opt for a JV or close down. Now 29 more units are going to go through the same exercise. Now, Grey would handle all the communication during the process."