The Directorate of Adult Education, Ministry of HRD, has appointed Percept/H as the creative agency for its adult education programme.
Recently, on the occasion of World Literacy Day, the Prime Minister, Manmohan Singh launched the Directorate’s ambitious Rs 6,000-crore National Female Literacy Mission. Themed as Saakshar Bharat, the mission will run for three years, with the objective of making 60 million women literate across rural India.
There were 74 agencies in the fray for the pitch called by the Directorate of Adult Education, about three months ago.
Commenting on the account win, Amitava Mitra, Director, Percept/H, Delhi says, “It is a prestigious account for us. Apart from good creative, our edge was in the understanding of the rural consumer, which helped us win the confidence of the client. We are proud to be associated with such a challenging and critical mission of trying to achieve 100 per cent literacy in the country.”
Mitra reveals that the communication will also be targeted at teachers, as close to six million teachers will participate in the mission.
Though the agency will use conventional ATL media like television and print, there will be heavy reliance on BTL as well. Many local media, including theatre groups, will be explored by the agency to reach its TG, which comprises the poorest of the poor.
Over the next two years, the directorate is expected to spend approximately Rs 200 crore on its multimedia contact programmes. Also, other advertising agencies are expected to come on-board during the three years of the mission’s functioning.