MUMBAI: The second phase of the Bharat Nirman Campaign is out and it has been received well by everyone. The ad has been conceptualised by Percept/H.

These films are produced and filmed by Pradeep Sarkar and his Apocolypso Filmworks team.

In the first phase of the campaign, the creative agency has created seven TVCs focusing on citizen‘s rights launched last year. This year, the agency is coming up with six TVCs.

This time, the TV commercials will be focused on the education, secularism, infrastructure, mobile, telephone, government schemes and policies. A thematic film that ties them all together is also part of the mix.

The campaign will be promoted via television, cinema halls and print. The TV commercials will be focused on the revolutionary schemes that have been launched over the past few years. The team at Percept/H focused on people-driven stories and treated the campaign like they would do a regular brand campaign.

Percept/H executive creative director Rajiv Agarwal said, "This is a people’s campaign, people’s point-of-view. The idea was to translate the brief/schemes into people stories in a classic storytelling format so that people engaged and identified with the campaign. And why should ‘sarkari work look sarkari?’ The whole idea was to treat it like any other brand campaign, so that when the govt logo appears at the end, it should be a surprise. There’s an insight behind every story. The motive behind these TVCs to make the protagonist and hence the consumer feel empowered."

Percept/H VP Kausar Anjum said, "We talked about the difference one could make to one’s life through the proper utilization of these schemes, irrespective of whether its urban or rural India. As always the logistical challenges of executing the TVCs were immense: five TVCs and one overarching TVC, four language masters for each. Making it a total of 24 master films and dubs in seven languages of each film, making it 35 dubs. So at the end their will be 59 films.”

Percept/H has won the creative duties of Bharat Nirman, the campaign initiated by the central government for the development of rural India in a multi-agency pitch which was held in July 2012.