Prachar Communications has bagged the second phase of the campaign of the Pradhan Mantri Jan-Dhan Yojana after three to four rounds of pitch presentations with different agencies. The account size is estimated to be Rs 100 crore, as per industry sources.
Prachar is handling the second phase of the 360 degree advertising campaign through TV, Press, Mobile, Wall Paintings, Bus Panels and Cinemas to reach large mass of the country, promoting the Government's financial inclusion programme, the Pradhan Mantri Jan Dhan Yojana.
“We are privileged and honoured to be associated with The Prime Minister’s Jan-Dhan Yojana project, and we will try our best to ensure that the programme is successful,” said Vinita Jain, Director, Prachar Communications.
The target of 10 crore bank accounts set by Prime Minister Narendra Modi is to be achieved till 26th Jan, 2015. Prachar Communications, along with partner banks, is expected to work aggressively to meet the desired target.
As a part of the strategy, Prachar has made several TVCs for the beneficiaries as well as the influencers, with the co-operation of Indian Banks’ Association. These TVCs are running across all major channels. They have designed the creative for the Print ads and collaterals which have been used by all banks that are part of this programme through the Indian Banks’ Association (IBA). This will be used by all Private as well as Public Sector banks for their local initiatives.
The campaign in 13 regional languages and English is promoted across all media. They are emphasizing more on regional media as the target group are the people who do not have bank accounts in small towns and villages and media dark areas as well.
In the metros and tier-I cities they are targeting influencers, so the TVC is also targeted at them asking them to encourage or refer those who don't have a bank account, especially the immigrants who come to cities from their villages.
In rural areas they are targeting those individuals who do not have a bank account and who are used to traditional method of saving their money in pots of rice /dal.
Prachar Communications has entered into a special partnership with Zee News and its entire bouquet of regional news channels to make this achievement possible by reaching out to the target audience in minimum time and in their own language. Zee News is covering this mission’s message every 15 minutes.
To penetrate in the media dark areas, Prachar Communications is using mobiles extensively, by calling the beneficiaries in their own mother tongue.
The agency has received co-operation from the Finance Ministry and the banking sector with all the necessary data and information.