August 19, 2017

Criminal waste of precious public resources ignoring viable cost effective alternatives.

Advertisements are a very effective vehicle for selling products, brands, image, concepts or services and also publicizing achievements. However, there are certain conditions that are to be adhered to.

Ad campaigns must have clearly defined objective. Are these for short duration or long haul? Ads volume- which are space or time span needed, frequency and also with a clearly defined Target audience in a specific geographical area.

Such an exercise does deliver value to the advertiser, provided the objectives are clearly defined, understood by the advertisers. However the trigger for this article is the senseless and colossal wastage of public money by the Chief Minister of Delhi.

The content of the ad that have huge claims are false and unverified. Advertisements are appearing in most other cities of India, with which Delhi Chief Minister has no stake. Residents of those cities are least affected & interested by these ads invading their news space.

What is the objective of releasing these advertisement outside Delhi?

Why is a person being promoted at the cost of public money?

Chief Minister of Delhi is clearly violating the conditions that Hon Supreme courts desires should be

observed. Public at large is asking what are the achievements & what is the purpose of this exercise?

Why is CM of Delhi promoting himself ?
This is a crass act of a tinpot dictator with a mindset of a megalomaniac.

Chief Minister of Delhi has made plenty of promises, yet to fulfill them.

Should the publication not act in a more responsible manner, even though refusal to publish such

advertisements will hurt them financially, as also the onus is not on them to deliver a lesson on

propriety to CM of delhi.

ad in toi  21_04_2016_009_003

Perusal of the Hon’ble SC directive to GOI on one of these aspect, namely the content of the Governmental ad, would make matters more clear.
“The following circular issued to publications by the print media body is self-explanatory:

“The Ministry of Information & Broadcasting in compliance with the Hon’ble Supreme Court directions dated 13.5.2015 has constituted a three member committee to address the issues related to Content Regulation in Government Advertising. The committee would be chaired by Shri B.B. Tandon, Former Chief Election Commissioner of India and members of the committee includes Shri Rajat Sharma,
Chairman and Editor-in-Chief of India TV and President of the News Broadcasters Association and Shri
Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather.

The three member committee was selected by a three member panel constituted by Ministry of I&B
after obtaining advice from Ministry of Law & Justice. The selection panel for constitution of the Committee was headed by Justice (Retd.) Chandramauli Kumar Prasad, Chairman, Press Council of India.

The Terms of Reference of the Committee has been prepared by Ministry of I&B in consultation with
Ministry of Law and Justice which includes the structure, functions and powers, duties and responsibilities of the Committee.

Honble Supreme Court had directed to constitute the Body for ironing out the creases that are bound to show from time to time in implementation of the judgment of Apex Court on Content Regulation of
Government Advertising. As per the Terms of Reference, the Committee would, inter-alia, address complaints from the general public of violation on the implementation of the guidelines set out by Honble Supreme Court. The Committee would also take suo motu cognizance of any violation/ deviation of the guidelines of Hon’ble Supreme Court and recommend corrective action to the Ministry/Department. The Committee may recommend suitable changes to the Supreme Court guidelines to deal with new circumstances and situations that may arise from time to time, without making major
policy changes within the policy direction of Supreme Court. The Committee shall not be bound by any
legal rules of evidence and may follow such procedure that appears to it to be fair and proper for swift settlement of grievances. For all decisions of the Committee, the view of majority would prevail.
The tenure of the members would be initially for a period of two years which shall be extendable by one
year at a time, but overall extension should not be more than two times. The Committee would be operational from Delhi and Directorate of Advertising and Visual Publicity would facilitate day to day functioning of the Committee.”

The above is for the information of members

Carrying on further, now one would also have to question the Minister and Ministry of Information & Broadcasting, why this is happening under their nose? What action does it contemplate to initiate to
curb this wasteful expenditure?

A proposal for using Social Media for advertising has also been submitted by me to MOS I&B via e-mail
on 6th April 2016, same has also been forwarded to PMOINDIA thru mygov.in I am hopeful that this proposal will receive the due importance that it deserves, our offer of a pilot project will be accepted.

Digital media will be able to make its contribution towards reducing cost, and it can accept any form of advertisement: be it audio, video or text. Digital media also pushes these ads to contextual audience thereby enhancing the impact of the advertisement on the focused audience. Unlike the conventional form of TV, Print or Radio, the digital media offers longest self life to these Governmental campaign, whereas the ad placed in conventional media is gone once it has been broadcast/Telecast or published. For a repeat of the same ad in the same media option the cost would be multiplied by the number of insertions. But just one ad on digital media keeps echoing in digital media valley for long period. And some of the good outstanding ads which the people like, they also share in their social media time line.

This is what also is a stated mission of Government of India.

“ Respected Mr. Rathore,
Sub: Social Media as the new vehicle for govt advertisements.

Let me apologise at the outset for taking this liberty of writing to you on a subject that you have not solicited any comments,suggestion or feedback.
Have very often heard our Prime Minister sh Narendra Modi speak about cost cutting and saving expenses as an objective of this government.
It is in this vein, that I have gathered courage to address this e-mail to you. Often I have tweeted about the above captioned subject. Let me try & explain this in some detail.
Government spend Rs in lakh on publicity with electronic Medium.years2013-2014,2014-15& 2015upto feb 2016
50,035.04
47,367.00
35,331.00
Government spend Rs in lakhs on publicity with print medium. years2013-2014,2014-15& 2015upto feb 2016
44,668.57
42,484.00
40,279.00

Some of these publication survive because of the advertisement revenue that they get from government. Onus is nnot on the govt to support survival of any media house, print & electronic, there are enough and more companies in the private sector which these media house can tap for advertisement.
1. Advertisement with media have a very short life span, and need to be repeated at regular interval to reach the target audiences. Which in short means repeat expense that is avoidable.
2. What Do these media houses in return offer to the government?
3. Do these media houses serve the interest of the advertiser? Or is it the interest of the public at large that is being served?
4. Unfortunately answer to both the above proposition is an emphatic NO.
USING SOCIAL MEDIA AS A VEHICLE FOR ADVERTISING
GOVT CAN ENGAGE A COMPANY TO DEVELOP A SOFT WARE BY WHICH EACH INDIVIDUAL PARTICIPATING IN PROMOTING THESE ADVERTISEMENT CAN BE TRACKED PER PERFORMANCE PAYMENTS CAN BE MADE DIRECTLY TO BANK ACCOUNT. THIS ACTIVITY CAN ALSO BE PERFORMED BY THE COMPANIES WHO ARE PRESENTLY INVOLVED IN MAINTAINING WEBSITES OF MINISTERIES & SM ACCOUNTS OF MINISTERS & MPs.

1.ADVERTISEMENTS STAY FOR ETERNITY
2.NO REPEAT EXPENSE IS INCURRED FOR RECIRCULATING THE SAME ADVERTISEMENT.
3.DIGITAL INFOGRAPHICS ONCE CREATED CAN BE USED ACROSS ALL PLATFORMS OF SOCIAL MEDIA.
4, DIGITAL India objective will also be met.
5.cost of this exercise will be fraction of what is spent otherwise.
6. it will also provide an alternate source of income to large number of SM USER.
7.GOVT WILL BE BE CONSTANTLY ENGAGING SM USERS
8. PARTY WILL BE IN CONSTANT TOUCH WITH THE SM SUPPORTERS.
9 ADVERTISEMENTS CAN BE BIFURCATED INTO THREE DISTINCY AREAS. A. BEFORE LAUNCH OF A SCHEME, B.POST LAUNCH OF A SCHEME. C.TO DETERMINE EFFICACY & PENETRATION OF THE SCHEME.
There are different kind of government ads :

Government Jobs,
Government benefits (Gas subsidy, Jan DhanYojna, etc),
Celebration of important days and mile stones (26th Jan, Dr Kalam Birth anniversary, etc,
Preventive steps (like save fuel, Polio drops)

Life Cycle of an Ad:

It is directly proportional to the frequency of the editions (daily, weekly, etc) And on TV linked with the Prime Time programs.

Print and television have limitation with regard to the reach. The only possible cost effective medium is All India Radio. What next?

Smart phones have become affordable over the years and made massive penetration Pan India.

How can passion of masses hooked to smart phone be used for seamless connectivity with govt ads?

Linguistic basis so that they would relate to message,
Content based so that they find it interesting to read articles, see video of their choice and in the process interact with the communication of ad.
Some ads that have brief shelf life can go as banner ads. Ones that have permanent importance like JandhanYojana can be part of the content and remains permanent.

Encourage websites or application owners to develop way and means for enhanced interaction with the govt ads and content.

Pay nominal amount to all such websites as maintenance fee on an annual basis.
Rest based on performance. i.e. :
Pay per click,
Sharing of article to one or more social media platform,
Views on content,
Sharing of content, etc.

Indian Potash Limited makes linguistic based DVD to be shown to villagers through their employees. This helps rural india connect with them faster than a print or TV ad.

We wish to partner with the government in sending location based ads, content, etc.

All this can be achieved in much much lesser budget as compared to print and tv.

News n Views soon to b launched a social media based website is willing and keen to do a pilot project for the same.

Request and look forward to an appointment for a detailed presentation.

await your review & revert.
thank you

Your’s Sincerely
Anil Kohli”

About Anil K 88 Articles
victim of main stream English Media a thrilling journey from a passive consumer to an active critic and now proud founder of this platform.have been blocked by UPA govt,ANI_NEWS,Unblocked by GOI 02/11/12 BLOCKED BY CM OF BENGAL. favourite playground is Twitter DOB 18/02/2010 ONTwitter