Twitter
Advertisement

Prachar Communications bags Jan-Dhan Yojna campaign

Latest News
article-main
FacebookTwitterWhatsappLinkedin

After three to four rounds of presentations with various agencies, Prachar Communications Ltd bagged the second phase of the Pradhan Mantri Jan-Dhan Yojna.

The agency will handle the second phase of the 360-degree advertising campaign through TV, press, mobile, wall paintings, bus panels and cinemas to reach as many citizens as possible to make them aware about the Centre's financial inclusion programme.

Company director Vinita Jain said, "This is a moment of joy and pride for us, to be associated with a national cause. We want to make sure that the target of 10 crore bank accounts set by Prime Minister Narendra Modi is achieved till January 26, 2015."

As a part of its strategy, the company has made several TVCs for the beneficiaries as well as influencers, with the co-operation of Indian Banks' Association. Besides the TVCs, which are being aired on all major channels, they have designed the print ads and collaterals. These will be used by all private and public sector banks for their local initiatives.

The campaign has been done in 13 regional languages and English. The emphasis is on regional media as the target group, of people not having bank accounts, is in small towns and villages and media-dark areas.
In metros and tier-I cities, influencers are being targeted, with the TV commercials asking them to encourage or refer those who don't have a bank account, especially immigrants from villages. While in rural areas, the focus is on those who do not have a bank account and are used to the traditional method of saving money in pots of rice and pulses.

"For the first time in the country and in the history of media we have entered into a special partnership with Zee News and its entire bouquet of regional news channels to make this campaign a success. Zee News is showing the mission's message every 15 minutes in a different, informative and interesting manner. We are really thankful to the Zee Group for helping us by going out of their way," Jain said.

Find your daily dose of news & explainers in your WhatsApp. Stay updated, Stay informed-  Follow DNA on WhatsApp.
Advertisement

Live tv

Advertisement
Advertisement