MUMBAI: The financial inclusion program of the government of India labeled ‘Prime Minister’s Jan Dhan Yojana’ is being formally launched by the PM Narendra Modi on 28 Aug in New Delhi.
The launch communication mandate has been assigned to RK Swamy BBDO, who is charged with developing a fully integrated creative and media communication package. A committee comprising the department of financial services, ministry of finance, several leading banks and the Indian banks association led the agency selection process.
The program encompasses all media including TV, radio, newspapers, outdoor, internet and social media. The launch communication for this program commenced on 23 August in newspapers and on 25 August on television across the country. A superbly animated TV commercial shows a lot of people carrying their money into the bank and easily opening their bank accounts. In the end, the people join hands and morph into the logo.
RK Swamy BBDO CEO Shekar Swamy said, “The Prime Minister’s Jan Dhan Yojana is so crucial for the welfare of millions. As an organisation, we place the top most priority to support such nation-building projects. We are privileged to be associated with it, and we are sparing no effort to ensure that the program is successful.”