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Percept/H wins creative mandate for Bharat Nirman

Has prepared separate campaigns for the seven social uplift schemes of the government with a common jingle ‘Bharat ke is Nirman pe haq hai mera’

BestMediaInfo Bureau | Delhi | September 27, 2012

Percept/H has won the creative duties of Bharat Nirman, the set of flagship programmes initiated by the Central Government for the development of rural India, in a multi-agency pitch held in July this year. The participants in the pitch included seven top agencies like Dentsu, Grey and Concept.

The vision behind the Bharat Nirman project is to provide opportunities and facilities for betterment of the livelihood of the rural masses. Since its launch about six years ago, Bharat Nirman programmes have benefited a large number of rural masses across the country. So far the communication had always projected the schemes as an opportunity to improve and empower the lives of people.

Amitava Mitra, COO (North), Percept H, commented, “Bharat Nirman has always been an extremely prestigious project for us since its launch, and this year too, it was a matter of great pride for us to win it. The complexities involved in the execution of the campaign were extremely challenging with multiple programmes, languages, etc. But at the end of it is a hugely gratifying and satisfying experience.”

The focus this year is to project the change that people have experienced in their lives through these schemes. This year’s campaign covers the following programmes:

  1. Janani Shishu Suraksha Karyakram where pregnant women are entitled to free treatment
  2. Children’s Immunisation programme where children are entitled to free immunisation
  3. Saakshar Bharat programme which is the government’s most ambitious literacy programme
  4. The MNREGA programme which provides and guarantees employment to the rural masses
  5. The SC Welfare programme which helps empower the SCs
  6. The PM’s 15-point programme for empowering Minorities which provides them opportunities such as loans for self-employment, scholarships, etc.
  7. The Pradhan Mantri Gram Sadak Yojna for improvement and development of rural roads

The brief to the agency is to project the Bharat Nirman programmes as the “right” or “haq” of people. Percept/H took the approach of communicating the change in people’s lives once they demanded their “haq” and which, once they got it, empowered them to impact their lives in a positive manner. The idea is to portray the moment of transition from the underdog to a person who knows his or her rights and the feeling of “pride” associated with the sense of achievement.

The jingle of ‘Bharat ke is Nirman pe haq hai mera’, directed by Paresh and Naresh Kamath and sung by Kailash Kher and Neha Bhasin, embodies the emotions of people who have taken their rightful “haq” and which everyone should demand. It reflects the pride associated with the positive change that the people of India are empowered to bring about in their lives.

The campaign has been conceived and developed by the creative team headed by Rajiv Agrawal, ECD, Percept H, for TV, print and radio. The uniqueness about this campaign is not just about reaching the rural masses in every corner of the country by the width of its media usage and reach through multiple use of TV and radio channels and maximising newspapers, but more importantly, in the way this campaign has been creatively conceived, designed and produced so as to not just reach the rural masses but connect with them, relate with them, impact and involve them.

The seven programmes covered in this campaign across film, print and radio plus a 90-second overarching film has been created in a way that covers every region and every language. Each programme has been separately created, photographed and filmed in different regions, in different languages, bringing out the authentic and real environment and setting and all the local nuances so as to connect better with the local people of a region. This kind of production was needed as the communication had to be real, authentic and believable. The films have been sensitively produced and filmed by Pradeep Sircar and his Apocolypso team, with Joydeep Sircar directing all the films. 

Commenting on the execution of the campaign, Rajiv Agrawal said, “Till now, over the last few years, the Bharat Nirman campaign has really been from the POV of the government, and not from the POV of the people. In the sense it has tried to highlight the achievements of the government rather than communicating a sense of empowerment to the people which is at the core of these programmes. This is what we corrected. It’s a people’s campaign this time around, exhorting them to claim their right. It’s classic storytelling which attempts to engage the audience in the warm, aggressive campaign. Also, the look and feel is deliberately different, non-sarkari. I believe that social campaigns should not be any different in look and feel from brand campaigns. The principle remains the same: you are trying to engage your audience by providing them a sound reason-to-believe.”

A few print ads:

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