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Skill India mission is transforming lives, says 'Fark dikh raha hai' campaign

The campaign commissioned by National Skill Development Corporation through McCann in coordination with MSDE aims to increase awareness about Pradhan Mantri Kaushal Vikas Yojna, National Apprenticeship Promotion Scheme and Industrial Training Institutes. Since 2015, over 1 crore people have benefitted annually under the mission

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BestMediaInfo Bureau
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Skill India mission is transforming lives, says 'Fark dikh raha hai' campaign

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Skill India mission under the aegis of Ministry of Skill Development and Entrepreneurship (MSDE), Government of India, has launched a mass media campaign ‘Fark dikh raha hai’.

The initiative aims to increase awareness regarding various initiatives under Skill India, including Pradhan Mantri Kaushal Vikas Yojna (PMKVY), National Apprenticeship Promotion Scheme (NAPS) and Industrial Training Institutes (ITIs). Since the launch of Skill India mission on July 15, 2015, more than 1 crore people have benefitted annually and have been able to transform their lives for a better livelihood.

The campaign, a series of three ad films, was commissioned by National Skill Development Corporation (NSDC) through advertising agency McCann, in close coordination with MSDE.

Rajesh Agarwal, Joint Secretary and CVO, MSDE, said, “Under the leadership of Ministry of Skill Development and Entrepreneurship, ‘Skill India’ has been making steady progress towards transforming India as the ‘human resource capital’ of the world. Over the last three years, various skill development initiatives and policy-driven accelerators have helped Indian youth to enhance their skills and stay job-relevant keeping in mind the advent of technology and new-age skills that the market place needs today. Through this campaign, we aim to motivate the youth to acquire a skill of their choice and contribute significantly towards the building of New India.”

Commenting on the campaign, Manish Kumar, MD & CEO, NSDC, said, “NSDC has collaborated with MSDE and multiple stakeholders to ensure that India’s youth are empowered with right skills; which could help them earn a better livelihood. The ‘Fark dikh raha hai’ campaign aims to reinforce the benefits of skill training and its socio-economic benefits across different segments. We are confident that through this campaign we will be able to raise awareness and aspirational value of vocational training in India.”

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Prasoon Joshi

Sharing his thoughts on the campaign, Prasoon Joshi, Chairman McCann Worldgroup, Asia Pacific and CEO and CCO McCann Worldgroup, India said, "This campaign communicates the changing attitude towards skill development in India. It seeks to motivate the youth of the country to believe in their talent and portrays how by taking the benefit of various schemes under the Skill India programme, they can hone their talent for a brighter future."

The TVCs:

PMKVY:

NAPS: 

ITI: 

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Skill India Fark dikh raha hai
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