At a time when the Centrs image has taken a beating with the resignation of two its ministers and walking away of two allies – the TMC and the DMK – the UPA has decided to wash off the corruption and policy paralysis taint with media campaign that will showcase its achievements of past nine years in power.
The multimedia campaign will soon hit TV channels, radios and newspapers with a message that its flagship schemes have indeed made a difference in the lives of people. The campaign featuring 12 advertisements on topics such as opening up of new IITs, MNREGS, education, rural roads scheme, rural electrification, minority welfare, health schemes was unveiled by Information and Broadcasting Minister Manish Tewari.
The professionally done ad campaign with a theme song by Kailash Kher talks about the UPA’s rights- based approach. But the officials did not reveal the exact amount spent on preparing these ads. The expenditure by DAVP, the ministry’s publicity wing, has been on the rise. In 2009-10, Rs 304 crore was spent on print advertisements, which rose to Rs 356 crore in 2010-11 and Rs 382 crore in 2011-12. Similarly, for the audio visual media, the DAVP spent Rs 229 crore in 2009-10, Rs 216 crore in 2010-11 and Rs 153 crore in 2011-12. Tewari said the tangible progress achieved in key sectors such as education, health, telecom, rural and urban infrastructure and basic civic amenities have led to a greater sense of confidence among the people particularly the youth.