After the success of the 15-day-long first-phase of Bharat Nirman: Glimpses of India story campaign, costing about `16 crore, the UPA government is considering to give a go-ahead for the second phase of the project.
With elections just an year away, the UPA government had launched a multimedia initiative aimed at listing its achievements over the past nine years. It is learnt that several ministries have also shown a keen interest in taking part in the initiative launched this week.
Sources in the ministry stated that the review of the ongoing advertisement campaign will be done soon by the government.
The information and broadcasting ministry is understood to have received a positive feedback regarding the initiative. Under the second phase, the initiative is likely to be expanded further.
The multi-media initiative will also soon make a debut on multiplex screens across all major cities of the country. It has already been broadcast in television, radio, print and outdoor publicity with the objective of informing and appraising the public to encourage greater participation in these efforts.
UPA government’s schemes like Sarva Shiksha Abhiyan, Right to Information, MNREGA and Right to Education Act’s positive impact on the aam aadmi has been depicted in the campaign.
With a tagline Meelo hum aa gaye Meelo hamien jaana hain, the campaign underscores the need to continue on the path ahead to ensure that the country is able to face the challenges of economic growth and social equity.
The campaign has been launched in 11 regional languages across the country in order to reach out to the poor and the most marginalised people in all corners of the country.
The I&B ministry has engaged singers like Shaan and Sunidhi Chauhan and lyricist like Javed Akhtar for some of these advertisements.