The UPA government is set to unleash its Bharat Nirman campaign, “Meelo hum aa gaye Meelo hamien jaana hain”, on regional airwaves. The information and broadcasting ministry is preparing to launch the publicity drive on All-India Radio and regional FM channels across the country in 11 regional languages.
The step comes after the success of the first phase of the 15-day-long Bharat Nirman: Glimpses of India Story campaign, costing about `16 crores. This newspaper was the first to report on May 17 that despite coming under criticism from the Opposition on the advertisement campaign, the government is set to launch the second phase of the Bharat Nirman campaign soon.
The campaign has been launched in 11 regional languages across the country in order to reach out to the poor and the most marginalised people in all corners of the country. With elections just an year away, the UPA government had launched a multimedia initiative aimed at listing its achievements over the past nine years.
The UPA government’s schemes like Sarva Shiksha Abhiyan, Right to Information, MNREGA and Right to Education Act’s positive impact on the aam aadmi has been depicted in the campaign.
The I&B ministry has engaged singers like Shaan and Sunidhi Chauhan and lyricist Javed Akhtar for some of these advertisements as it wanted give a contemporary look to the campaign.
Pradip Sarkar, a well-known ad filmmaker, has made these spots for the government.
The multi-media initiative had recently been debuted in multiplex screens across all major cities of the country. It has already been broadcast in television, radio, print and outdoor publicity with the objective of informing and appraising the public to encourage greater participation in these efforts.