Excelsior Correspondent
JAMMU, Nov 28: Prachar Communications Limited bagged the second phase of the campaign of the Pradhan Mantri Jan-Dhan Yojna (PMJDY) after three to four rounds of pitch presentations with different agencies.
Prachar is handling the second phase of the 360 degree advertising campaign through TV, Press, Mobile, Wall Paintings, Bus panels and Cinemas to reach large mass of the country promoting the Government’s Financial Inclusion programme, the Pradhan Mantri Jan Dhan Yojana.
“This is a moment of joy and pride for us, to be associated for the cause of the Nation. We want to make sure that the target of 10 crore bank accounts set by Prime Minister Narendra Modi is achieved till 26th Jan, 2015”, Vinita Jain, Director, Prachar Communications Ltd said.
She said, “As a part of the strategy, Prachar has made several TVCs for the beneficiaries as well as the Influencers, with the co-operation of Indian Banks’ Association. These TVCs are running across all major channels. We have designed the creative for the Print ads and collaterals which have been used by all banks that are part of this programme through the Indian Banks’ Association (IBA). This will be used by all Private as well as Public Sector banks for their local initiatives.”
She said that in the metros and tier-I cities we are targeting influencers, so our Television Commercial is also targeted to them asking them to encourage or refer those who don’t have a bank account, especially the immigrants who come to cities from their villages. In Rural areas we are targeting those individuals who do not have a bank account and who are used to traditional method of saving their money in pots of rice/dal, she added.
First time in the country and in the history of media we have done a special partnership with Zee News and its entire bouquet of regional News channels to make this achievement possible by reaching out to the Target audience in minimum time and in their own language, she further said.
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