ANNUAL REPORT – 2007-2008 For about six decades the Directorate of Advertising and on key national sectors. Visual Publicity (DAVP) has been the primary multi-media advertising agency for the Govt. of India. It caters to the Important Activities communication needs of almost all Central ministries/ During the year, the important activities of DAVP departments and autonomous bodies and provides them included:- a single window cost effective service. It informs and educates the people, both rural and urban, about the (i) Announcement of New Advertisement Policy for nd Government’s policies and programmes and motivates print media effective from 2 October, 2007. them to participate in development activities, through the (ii) Designing and running a unique mobile train medium of advertising in press, electronic media, exhibition called ‘Azadi Express’, displaying 150 exhibitions and outdoor publicity tools. years of India’s history – from the first war of Independence in 1857 to present. DAVP reaches out to the people through different means of communication such as press advertisements, print (iii) Multi-media publicity campaign on Bharat Nirman. material, audio-visual programmes, outdoor publicity and (iv) A special table calendar to pay tribute to the exhibitions. Some of the major thrust areas of DAVP’s freedom fighters on the occasion of 150 years of advertising and publicity are national integration and India’s first war of Independence. communal harmony, rural development programmes, (v) Multimedia publicity campaign on Minority Rights health and family welfare, AIDS awareness, empowerment & special programme on Minority Development. of women, upliftment of girl child, consumer awareness, literacy, employment generation, income tax, defence, DAVP continued to digitalize its operations. While environment protection, road safety, energy conservation, increasingly making payments through Electronic promotion of handicrafts, and preparedness for natural Clearance System(ECS) for press advertisements, A major disasters. initiative has been the issue of release orders for display advertisements through the website to facilitate remotely The set-up of DAVP at the Headquarters consists of located newspapers/publications. Advertisement artworks different wings like Campaign, Advertising, Outdoor are already being released to newspapers through the Publicity, Printed Publicity, Exhibition, Electronic Data DAVP website. Release orders for audio and video Processing Centre, Mass Mailing, Audio-Visual Cell, Design advertisements have also started being released Studio and Administration and Accounts Wings. electronically. Steps have been initiated to set up digital It has two Regional Offices at Bangalore and Guwahati to systems for distribution of media creatives to electronic co-ordinate the Directorate’s activities in these regions. channels through the web. There are two Regional Distribution Centres at Kolkata Multi media campaigns on various subjects like Health, and Chennai to look after the distribution of publicity for All Rural development, AIDS Awareness, Income Tax, material in the Eastern and Southern regions respectively. Service Tax, prevention of Child Labour were launched DAVP has a network of 32 Field Exhibition Units spread by DAVP during the year. Multi media publicity Campaign all over the country. The Field Exhibition Units of DAVP was planned and executed by DAVP in association with act as a vital communication link between the Government Ministry of Health and Family Welfare on National Rural and the people. The field functionaries stage multimedia Health Mission & AIDS and Publicity Campaigns on exhibitions on social and developmental themes in far- various themes viz. Awareness of Eye Diseases in the flung areas of the country to disseminate information about North Eastern States, World AIDS Day, Pulse Polio, Anti the policies and programmes of the Central Government, Tobacco, National T B Day, etc. were also undertaken. I An Income Tax campaign on e-governance has been Security Mission has been launched in September, launched with active participation of DAVP. Intense press 2007 for Ministry of Agriculture for which the budget advertisements campaign were taken up on Tax Return for the year 2007-08 is Rs. 25 crore. Preparer Services(TRPS) at peoples doorstep, File your Ø Anti Ragging campaign for Ministry of Human Returns by e-filing, Advance Tax, Income Tax Ombudsman, Resource Development launched in July, 2007, the Pay their Service Tax in time etc. budget was of Rs. 5 crore. A number of press advertisements were released on the Ø Year long advertisements on Solar Energy for M/o major schemes of the Ministry of Rural Development. New and Renewable Energy Sources was released, Display advertisements on National Rural Employment the budget was of Rs. 4.25 crore. Guarantee Act (NREGA), Pradhan Mantri Gram Sadak Yojna(PMGSY), Indira Awas Yojana and Total Sanitation Ø Multimedia Campaign on seed treatment and use of Campaign were issued on all India basis. pesticides for Directorate of Plant Protection, M/o Agriculture. The budget was Rs. 25 lakh. Press advertisements on Mahatma Gandhi, Independence Day, Republic Day and Martyrdom Day were released all Ø Multimedia Campaign during World Breast Feeding over India in 2007. Campaign on Bharat Nirman was Week and National Nutrition Week on Behalf of Food undertaken through press advertisements, audio-visual and and Nutrition Board, M/o WCD. The budget was of outdoor publicity. Besides DAVP Calendar 2008 and Rs. 1.5 crore. Executive Dairies, 21 calendars and 19 diaries have Ø Multimedia Campaign on Venture Capital Fund for been designed and printed by the Directorate, besides Agri Business on behalf of Small Farmers Business production of booklets on various issues. Consortium. The budget was 80 lakhs of Rs.. th DAVP provided publicity support during the 38 Ø Multimedia campaign plan on mid-day meal to be International Film Festival of India (IFFI) held in Goa. IFFI launched in the coming months. Regulation booklet, Regulation Folder were brought out by DAVP for the festival in record time. An attractive Newspaper Advertisements pictorial publication on the films included in the Festival A total number of 12,992 advertisements were released was also brought out by DAVP. to various newspapers throughout the country during the The para-military forces namely, CRPF, BSF, SSB and financial year 2007-08 (upto December, 2007). Of these, CISF etc. brought out press advertisements highlighting 1213 were display advertisements and the rest were their activities on their respective raising days. classified advertisements. Some of the display advertisements include: ‘Pulse Polio Day’, ‘Road Transport Flagship Scheme and Special Publicity Week’, ‘World Health Day’, ‘Consumer Awareness Campaign Campaign’, ‘Income Tax’, ‘World AIDS Day’, ‘Eye Donation’, ‘Blood Donation’, ‘Children’s Day’, ‘World Multimedia advertising campaign to support the flagship Environment Day’, ‘Independence Day’, ‘Republic Day’, programmes has been launched in November, 2007 under ‘Iodine Deficiency Day’, ‘World Food Day’, World Breast the banner Bharat Nirman. The total campaign period Feeding Week, ‘Human Rights Day’, ‘National Drugs could be 18 months to 2 years from the date of its Abuse Day’, World Standard Day, Teachers Day, Mahatma launching. This programme is being supervised by the Gandhi’s Birthday, ‘Birth Anniversary of Dr. Bhimrao specially constituted Steering Committee and PMO. Ambedkar’, Sachchar Committee Report for Minorities, However, the campaign programmes are being handled etc. by DAVP. till December, 2007 11 press advertisements were released on Bharat Nirman on NREGA, Electricity, A New Advertisement Policy has been formulated, with a Telecom, Road, Education and Health issues. The view to extend more facilities to small, medium and nd campaign is followed by advertisements through electronic language newspapers which came into effect from 2 media. Audio spots and video spots are being broadcast/ October, 2007. The highlights of the policy are as under: telecast through various audio-visual channels. Till date • Issue of 50% of DAVP advertisements (in rupee terms) Rs. 7.5 crore has been spent in this regard. to small and medium papers with not less than 15% Other special multimedia campaigns organized are to small and not less than 35% to medium newspapers as under: as compared to the previous limit of 10% and 30% respectively. Ø Multimedia campaign on Prime Minsiter’s National Food II • Issue of 35% of DAVP advertisements (in rupee terms) programme was highlighted through vigorous publicity on to the regional and other language newspapers as private satellite television channels throughout the year. compared to the previous limit of 30%. A massive campaign on service tax/income tax for the Ministry of Finance was also launched and video spots • The Central Government public sector undertakings/ were produced and telecast on private channels by DAVP. autonomous bodies/societies have been given the Apart from this, campaigns on consumer awareness for freedom to directly give classified and display the Ministry of Consumer Affairs were also run on private advertisements to empanelled newspapers at DAVP TV and Radio channels. rates subject to adherence to prescribed percentage ceiling as aid down in the DAVP Advertisement Policy. A number of weekly sponsored radio programmes on • All Ministries/Departments/Attached and Subordinate various developmental issues are being produced