Percept H has been appointed the creative agency for the forthcoming campaign from the I&B Ministry. The campaign would be done through the Press Information Bureau (PIB). The theme of this campaign is ‘Bharat Nirman’, and the idea is to bring all the schemes of the UPA Government that would be advertised through campaign under this theme.
The Directorate of Advertising and Visual Publicity (DAVP) would be handling the media requisites for this campaign. According to unconfirmed reports, Percept H would be paid according to the creative campaigns it delivers, rather than a retainership fee as is the industry norm. It is learnt that Percept H has bagged the contract after a multi-agency pitch held in September 2007.
Sources further revealed that as part of the campaign strategy, extra funds had been allocated to DAVP, and the PIB would be the authorised agency to take care of the expenditure. It is learnt that nearly Rs 26 crore was set aside for the campaign sometime back, but the money has remained unspent. This, and an additional Rs 22 crore, have been allocated to DAVP to kickstart the campaign.
Both the concerned parties were reluctant to divulge any details about the campaign at the time of filing this report. The domestic campaign, expected to kick off in October 2007, will be targeted at urban and rural audiences. The Government is also setting aside an undisclosed amount for a media blitzkrieg overseas. Sources also informed that a London-based agency had been shortlisted to handle the campaign abroad.
It is viewed by many as a pre-poll campaign by the Dr Manmohan Singh-led UPA Government, which is expecting a call for elections sometime during the course of this multimedia blitz.
Some of the Government programmes that would be showcased include the National Rural Employment Guarantee Act, National Rural Employment Mission, Sarva Shiksha Abhiyan and the mid-day meal scheme. For the urban audiences, the focus will be on the IT sector, employment and education.
The campaign will include short films of 3-5 minutes duration, TV and radio spots as well as print ads, which are expected to roll out soon. Spots on radio and television channels are being negotiated right now and much emphasis is also being given to outdoor publicity.
(Additional inputs by Pallavi Goorha)