Bihar 'calls' for NRI investment

A new television commercial extolling the virtues of Bihar as an investment destination has hit the air. The first-of-its-kind commercial has aroused curiosity among the Indian advertising fraternity and investors alike.

"The commercial was a pleasant surprise for me as it is for the first time that the state is consciously trying to advertise itself as an investment destination. However, the way that the campaign has been presented is very tacky," Anand Narasimhan, executive vice-president, Saatchi & Saatchi, said.

The campaign aims to persuade non-resident Indians (NRIs) to invest in Bihar. Comments ranging from tacky to refreshing are doing the rounds. The commercial is a part of the campaign, titled "Bihar Calling", which targets non-resident Indians. The Directorate of Advertising and Visual Publicity (DAVP) has done the creative work for the campaign.

The commercial opens with the words: ''Bihar is on the move. Come Invest.'' The next shot shows the growth of varied sectors such as infrastructure, power, roads and agriculture.

In the next frame, Bihar Chief Minister Nitish Kumar dressed in white appears against a white backdrop and says, "We have planted the seed of security. Come nurture it. Give something back to your roots."' The new government had been sworn in a month ago.

The state government is also planning to develop a website for NRIs to inform them about developments and investment opportunities in Bihar.