MUMBAI: Percept/H has bagged the creative agency for the Directorate of Adult Education’s national female literacy mission, beating 73 rival agencies who had pitched for the account.
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Faced with the challenge of promoting 100 per cent literacy in the country, the communication will target six million teachers who will participate in the three-year mission. The directorate will be spending around Rs 2 billion on the multimedia contact programmes. |
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Percept/H will be heavy on BTL, but also use television and print media vehicles. For reaching out to the poorest of the poor, Percept will use local media including theatre groups. |
