The United Progressive Alliance (UPA) government's multi-media advertising blitz for its flagship Bharat Nirman programme is expected to be complete next week.
"We will present the campaign to the secretaries in the government on Oct 29 and after that will make a formal announcement and talk to the media," Shailendra Singh, managing director of Percept Pictures, told IANS Wednesday.
Percept H, an arm of Percept Holdings, has been appointed the creative agency, for the information and broadcasting ministry's almost Rs.800 million campaign.
The agency has been asked to create print, television and outdoor advertising on welfare initiatives like the National Rural Employment Guarantee Act, the National Rural Employment Mission, the Sarva Shiksha Abhiyan and the mid-day meal scheme.
"It's a huge account but more than the value it is the prestige involved. To get an account of this size and work for the highest office in the country itself is an honourable job," said Singh refusing to divulge more details of the campaign.
"It is the largest assignment in the country. So the size will be huge. We have certain restrictions and so to be honest we can't talk about it."
With mid-term elections looking a distinct possibility, the campaign is aimed at publicising the work of the government's initiatives in agriculture, rural development, education, infrastructure and healthcare sectors.
The campaign will be released through the Directorate of Advertising and Visual Publicity (DAVP) under the ministry.
Indo-Asian News Service
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