The Directorate of Adult Education, Ministry of HRD, has appointed PerceptH as the creative agency for its adult education programme. The account size is pegged at Rs 200 crore. The Directorate had launched its ambitious Rs 6,000-crore National Female Literacy Mission on September 8, 2009 with the theme ‘Saakshar Bharat’. This mission was launched in Delhi by Prime Minister Dr Manmohan Singh on the occasion of World Literacy Day.
This is a three-year mission with an objective to make 60 million women literate across India, with special focus on rural India. Initially, there were 74 agencies in the fray for the pitch called by the Directorate of Adult Education about three months ago. Subsequently 16 agencies were shortlisted and this list was further pruned to six agencies in subsequent presentations. Finally, the creative mandate was assigned to PerceptH Delhi. However, it is learnt that a few more agencies may be roped in at a later date.
Commenting on the appointment, Amitava Mitra, Director, PerceptH Delhi, said, “It is a prestigious account for us. Apart from good creative, our edge was in the understanding of the rural consumer, which helped us win the confidence of the Directorate. We are proud to be associated with such a challenging and immensely critical mission of trying to achieve 100 per cent literacy in the country. Nothing will satisfy us more than to see the communication truly working at the grass-root level. Over the next two years, the Mission is expected to spend approximately Rs 200 crore through its multimedia contact programmes. The media releases will be done through DAVP.”