The UPA Government is set to kickstart a mega advertising campaign with the possibility of mid-term polls now looming large. Pegged at well over Rs 40 crore, the campaign to be launched across print and audio-visual media (radio and TV) was likely to start rolling from sometime next week, said sources on Thursday. Advertising major Percept H has bagged the project for ‘Creative Recommendations’ to the Directorate of Audio Visual Publicity (DAVP) which will implement the publicity campaign.

The campaign was originally planned for opening this week. But with another round of the Left-UPA meeting scheduled later and a buzz that general elections may be put off for a while, the campaign has been pushed behind by another week. While the campaign will start with showcasing the UPA flagship scheme Bharat Nirman Yojna, several other Government projects will gradually find their way into the mega advertising plan. In an attempt to steer clear of the BJP’s ‘India Shining’ campaign, the UPA Government’s publicity thrust is entirely focused on rural development.

“The campaign is an all out attempt to target rural audience. While the UPA Government had earlier this year started a campaign to advertise Bharat Nirman, we suggested that all rural projects be brought under the umbrella of the Bharat Nirman for the advertising campaign. So, all rural development projects for roads, telephony, power, education, employment, health and so on will be advertised under the campaign,” the sources said. Besides the Bharat Nirman scheme, National Rural Employment Mission, Sarva Shiksha Abhiyan and the mid-day meal scheme will be projected in the campaign.

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