After successfully executing the multi-media campaign of Jan-Dhan Yojana, Mumbai-based Prachar Communications has bagged yet another project to roll out three revolutionary schemes that would change the face of India forever.
After successfully executing the multi-media campaign of Jan-Dhan Yojana, Mumbai-based Prachar Communications has bagged yet another project to roll out three revolutionary schemes that would change the face of India forever.
The three Jeevan Suraksha Schemes launched by prime minister Narendra Modi on May 9 in Kolkata are Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY), Pradhan Mantri Suraksha Bima Yojana (PMSBY) and Atal Pension Yojana (APY).
Awareness of the campaign was so potent that in a span of one week, 5.75 crore Indians were enrolled themselves with the schemes and the figure is rising.
Prachar, along with their event partner Wizcraft, successfully executed the launch day event in Kolkata. “We are very humbled and privileged to have worked for the ministry in quick succession for such a noble and revolutionary cause for the nation. We executed the advertisements on 134 TV channels, more than 20 radio stations in 89 cities and more than 100 publications across India in a very short span of time.” said Vinita Jain, director at Prachar Communications, which was assigned the campaigns of pre-launch and launch on April 29.
These schemes are essentially targeted at people of the low-income group who perceive “premiums” as high investments. So the communication task was to break this barrier and make people enroll for these schemes.
Prachar took up this challenge and worked day and night for ten days to ensure seamless execution. All three schemes’ logos were designed at Prachar. The campaign was phased out in two bursts — pre-launch (from May 1 to May 8) and launch day (May 9) with traditional media mix of television, radio and newspapers.
The bigger task, however, was to shoot the TV ads, produce the radio spot and dub it in all languages and put it on air across all channels, which was done in just a matter of 3 days.
Apart from traditional media, Prachar also designed pocket booklets and leaflets that elaborate the scheme details. All major banks and Insurance companies of the country are using these collaterals.
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