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Next phase of Jan Dhan ad campaign in a month

The second part of the Rs 250 crore advertising campaign promoting the government’s financial inclusion programme, the Pradhan Mantri Jan Dhan Yojana, will roll out in a month.

Shekar Swamy, chief executive of R K Swamy BBDO, the agency with the advertising mandate for the programme, said in an exclusive conversation with Business Standard, that it would look at a second burst involving television, print and digital media soon as the government ramped up numbers under the scheme.

The programme, launched on August 28 by Prime Minister Narendra Modi in New Delhi, saw 15 million bank accounts opened on day one.

The government has set an ambitious target of opening 75 million bank accounts by January 25, 2015, for which R K Swamy BBDO along with partner banks are expected to work aggressively.

Swamy said the campaign had a national as well as a regional leg and the latter would be undertaken by banks. “We have provided the creatives to the 25 public sector banks that are part of the programme through the Indian Banks Association (IBA). This will be used for their local initiatives,” Swamy said.

“The campaign will see the involvement of co-operative banks and regional rural banks in the future. Besides public sector banks, private banks are already on board as part of the programme,” he added.

The campaign in 13 languages is being promoted both in the English as well as regional media. Swamy said the thrust on regional media was greater because the target group was people who did not have bank accounts in small towns and villages.

“In the metros and tier-I cities we are targeting influencers, that is, those with an existing bank account, asking them to encourage or refer those who don’t have an account. We are doing this on digital and social media, since influencers are easily available there,” he said.

“In television and print we are speaking directly to those who do not have a bank account both in urban and rural areas,” he added.

R K Swamy bagged the mandate for the programme in a multi-agency pitch last month beating contenders such as Ogilvy & Mather and the Mumbai-based Prachar Communications. R K Swamy came out with the print campaign on August 23 and the television campaign by August 25. The digital media campaign was also launched around the same time.

The government’s crowdsourcing initiative for naming and providing a logo for the programme helped R K Swamy launch the campaign quickly. Swamy admitted the crowdsourcing initiative helped build consumer connect besides giving the agency a ready name and logo. “This helped increase curiosity levels among lay people,” he said. While the launch commercial “Badhate Jao, Badhate Jao, Bank Ki Or Kadam Badao (March ahead towards a bank)” spoke of the need to open an account, phase two of the campaign is expected to focus aggressively on the benefits of having a bank account.


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