NEW DELHI: The Information and Broadcasting Ministry has
spent a sum of Rs 12.48 crore during 2013-14 so far on promotional
shorts publicising the flagship programmes of the government.
I&B Minister Manish Tewari said that a sum of Rs 103.203
crore had been spent on similar promotional shorts during
The Minister was answering questions after unveiling a comprehensive
multi-media initiative "Glimpses of the India Story"
- Phase II intended to capture the journey of India's development
through various programmes and policies launched by the government
during the last ten years. The first phase was unveiled in
May and was actively run from 14 May to 4 June.
The first phase of the 'India Story' informed the people
about the initiatives taken by the government during the recent
years and the tangible benefits that had accrued in sectors
such as education, health, telecom, rural and urban infrastructure.
In the second phase, a 360 degree communication model has
been adopted across media platforms focusing on the new initiatives
of the government and the upcoming reforms aimed at improving
the lives of the common people.
Giving figures, the Minister said the figure in 2007-08 was
Rs 17.87 crore, Rs 46.92 crore in 2008-09, Rs 35.08 crore
in 2009-10, Rs 48.48 crore in 2010-11, and Rs 87.78 crore
He said that the social media was also being used in a major
way and 'content agnostic platforms would be created'.
He claimed that the second phase comprising around ten shorts
was rights-based, and had also referred to certain rights
that the government had planned for and which were pending
in Parliament. The objective of the current phase of the India
story is not only to communicate the benefits of the reforms,
but to develop a sense of ownership for these initiatives
among the people.
The multimedia initiative would be put across on traditional,
print, outdoor publicity, special outreach programmes focusing
on new media platforms with the objective of informing and
apprising the public of the new policy initiatives undertaken
by the government recently. For the print and visual media,
the content is being developed in 11 languages.
The Ministry has adopted a 360 degree multi-media approach
concentrating on six broad themes. Creatives have been developed
highlighting the broad features of each of these initiatives.
The print media initiative would be covering 539 newspapers
across the country which would include regional papers, small
and medium papers as well as the dominant groups at the national
The outdoor publicity has been planned in 195 cities/towns
with 750 sites. Besides this, 216 private FM Stations and
prominent TV channels in the news and general entertainment
segment would also be covering the Glimpses of India Story.
In the second phase, the various shorts have used Priya as
a key figure communicating the intent of the government, while
some creatives on the Right to Information had used a look-alike
of cartoonist R K Laxman's 'Commonn Man'.
For the first time, a special video for the theme song "Meelon
Hum Aa Gaye, Meelon Humien Jana Hai" has been developed.
The video highlights the need to continue on the path ahead
to ensure that the country has able to achieve high economic
growth as well as social equity. A key highlight of the audio
visual content will also be the special song on "National
Integration" of two minute duration focusing on India's
innate strength in "Unity in Diversity".
The India Story during the second phase will also be positioned
on the New media platforms. The focus of attention would be
to reach out the younger audience who use this medium on a
24x7 basis. Within the ambit of social media, content would
be loaded on YouTube, Twitter, Facebook and Blog. A dedicated
portal highlighting the India story is being developed to
provide content/updates on all relevant issues related to
the dissemination and outreach programme.
Rural communication would also be one of the corner stones
of the current phase of the India Story. Press Information
Bureau, through its Public Information Campaigns (PICs) would
be taking the message of the new initiatives to the grass
roots. PIB is planning 106 Public Information Campaigns (PICs)
during the financial year 2013-14. For this initiative, PIB
has designed specific content in the form of booklets covering
the new initiatives of the government.
The Song and Drama Division and Directorate of Field Publicity
would be integrating their efforts for enhancing the outreach
to the rural areas through PICs and vertical programmes across
the country. The Song and Drama Division would be organizing
five Jamunia Programmes concurrently with PICs and 144 other
shows based on rural folk culture and theatrical formats within
the next two months. Directorate of Field Publicity will be
organizing programmes in 195 towns/cities within the next