After successfully executing the multi-media campaign of Jan-Dhan Yojana, Prachar Communications Ltd., bags yet another project of publicizing three revolutionary schemes which would change the face of India forever. Prime Minister Narendra Modi has increased people’s inclination of saving by launching Jeevan Suraksha Schemes on 9th May, 2015 in Kolkata. These schemes are Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY), Pradhan Mantri Suraksha Bima Yojana (PMSBY) and Atal Pension Yojana (APY).
The appeal by our PM to every business community is to go ahead and do their bit for society by enrolling each and every staff member for these schemes. “We, at Prachar, have done the same for every employee,” said Vinita Jain, Director at Prachar Communications.
On 29th April, Prachar was assigned the campaigns of pre-launch and launch. These schemes are essentially targeted at people of the low-income group who perceive “Premiums” as high investments. So the communication task was to break this barrier and make people enroll for these schemes.
Prachar took up this challenge to ensure seamless execution. All three schemes’ logos have been designed at Prachar. The campaign was phased out in two bursts i.e. Pre-Launch (from 1st May, 2015 to 8th May, 2015) and Launch day (9th May, 2015) with traditional media mix of Television, Radio and Newspapers. The bigger task, however, was to shoot the TV ads, produce the radio spot and dub it in all languages and put it on air across all channels, which was done in just a matter of three days.
“We are very humbled and privileged to have worked for the Ministry in quick succession for such a noble and revolutionary cause for the nation. We executed the advertisements on 134 TV channels, more than 20 radio stations in 89 cities and more than 100 publications across India in a very short span of time,” said Vinita Jain.
Apart from traditional media, Prachar also designed Pocket Booklets and leaflets that elaborate the scheme details. All major banks and Insurance companies of the country are using these collaterals.
Prachar along with their event partner Wizcraft executed the Launch Day Event on May 9th, 2015 at Nazrul Mancha, Kolkata.
Awareness of the campaign was so potent that in a span of one week, 5.75 crore Indians have enrolled themselves with these schemes and this figure is expected to rise in the forthcoming days. “I am proud of my team members who have successfully executed this campaign,” said. Vinita Jain.