MUMBAI: citizen dentsu, Dentsu India‘s specialised division for social communications, has been assigned Delhi government‘s Civility Campaign.

Led by the Directorate of Information and Publicity, the Government of Delhi‘s Civility Campaign comes as a precursor to the Commonwealth Games 2010. 
 
citizen dentsu‘s mandate will include all creative and media duties for this initiative. For the same, the agency has devised a 360 degree, multimedia campaign structured at drawing the attention of citizens in Delhi to civic sense.

Said Dentsu India chairman Sandeep Goyal, "It is a never before effort by the Delhi Government to address certain deep rooted behaviour patterns typical to Delhi‘s civic mindset. It is a slow burn exercise but I am certain that our efforts will contribute towards changing these habits and mindscapes for the better."
 
Said Dentsu India executive vice chairman and chief creative officer Gullu Sen, "The objective of the Civility campaign is to bring about heightened awareness of civic sense among citizens of Delhi while sensitizing civilians to the city‘s heritage and encouraging them to be part of preserving the same."

When quizzed on the size of the campaign, principal secretary in the chief minister‘s office PK Tripathi said, "There is no fixed budget for the campaign. We will intensify the campaign over the next few months and will release money depending on the various media used for it." 
 
"We have just begun introducing the ‘Ladli‘ mascot and the campaign will gradually get intensive and advertisements will appear in newspapers, TV and billboards," he added.