New Delhi: The Ministry of Information and Broadcasting (I&B) has decided to empanel private firms to carry out media campaigns, event management and digital marketing for the Narendra Modi government.
The firms could be hired by the government as and when needed, to plan and run specific-themed campaigns on its flagship schemes and policy initiatives taken by different ministries.
The initiative has been taken by BECIL, a PSU under the I&B ministry, which has floated a Expression of Interest (EoI) to invite bids from private firms.
Citing the examples of different flagship schemes of the government, the EoI said, “There are different Ministries/Departments who have launched and implemented schemes or adopted policies which deals with various aspects of given target population segment, viz. women, farmer, youth, poor and there are sectors which could be thematically approached.”
Ministries currently undertake campaigns independently, but it would be more “prudent” if a single campaign based on a common theme is run with inputs from the ministries concerned, it said.
During the pandemic times, it is needed to disseminate health awareness among the masses through available health infrastructure, the EoI added.
However, sources in the government said the campaigns will keep varying, depending on the priorities of the government and what it would want to project. The services of the empanelled agencies could be, thus, used whenever needed.
“The idea is to just empanel the firms now, so that they could be put on the job as and when a requirement arises,” a government official said.
The firms will have to submit their bids by 11 June.
The Modi government, since first assuming power in 2014, has adopted innovative ways for its multimedia campaigns. This includes celebrating its second anniversary in 2016 during its first term with a Bollywood star-studded event, publicising its flagship schemes in media dark spots (districts that were understood to have gotten limited media attention), celebration of birth anniversaries of different eminent personalities, and events such as exhibition on surgical strikes, among others.
What the agencies will do
The hired private agencies would have to prepare creatives for print media, radio, TV, web and for outdoor publicity.
For instance, for TV they would be required to produce commercials and documentary films on the assigned campaign theme, which they would require to script, film and edit. They would also have to make 2D and 3D animation videos.
For radio, the assigned job for the agencies would be to formulate jingles, while for the print media they would be required to design advertisements.
According to the EoI, the empanelled agencies could be hired by the government to prepare infographics on the assigned campaign theme in different languages. They could also be involved in making animated GIFs, memes, as well as “viral videos” and also mobile games.
The agencies would be required to be involved in the production of creatives for outdoor publicity such as hoardings and standees, as well as designing and setting up fully equipped stalls.
They would have to come up with different branding and publicity materials for engaging with the population at the ground level, such as clothes and merchandise, for different outdoor outreach activities.
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