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.

The campaign, the sources said, would cost a significant amount. While Rs 26 crore earlier earmarked for the Bharat Nirman campaign is already with the DAVP, another Rs 22 crore has been sanctioned to kickstart the new campaign. DAVP officials, however, were unreachable after several attempts.