Govt's Rs 80 cr ad blitz to showcase Bharat Nirman

The United Progressive Alliance (UPA) government is set to launch a multi-media advertising blitz for its flagship Bharat Nirman programme at a cost of Rs 50-80 crore.

Source said the government had roped in a leading advertising agency, Percept H, to lead the campaign, which is expected to break in the print media from October 15.

"We have bagged the account but the nature of the contract or how we will charge for the campaign cannot be disclosed," said a senior executive from Percept H.

The agency's brief is to create print, television and outdoor advertising on programmes like the National Rural Employment Guarantee Act, the National Rural Employment Mission, the Sarva Shiksha Abhiyan and the mid-day meal scheme.

Percept H is the advertising arm of Percept Holdings, which services many Indian and multinational brands in India. Percept H is a 50:50 joint venture of Percept with Hakuhodo Inc, the 8th largest agency in the world.

The campaign will be released through the Directorate of Advertising & Visual Publicity (DAVP) under the I&B Ministry. The ministry is creating a publicity fund that will use 0.5 per cent to 1 per cent of the money allocated for each of the programmes, say sources.

For 2007-08, Rs 24,603 crore have been allocated for Bharat Nirman and Rs 23,142 crore for the Sarva Shiksha Abhiyan.

"These advertisements will communicate the merits of Bharat Nirman and the Prarambhik Shikhsha Kosh," said an I&B official. With mid-term elections on the horizon, the campaign is surely aimed at publicising the work of the UPA government.