'Prime Minister’s Jan Dhan Yojana', the financial inclusion programme of the Government of India, is being formally launched by Prime Minister Narendra Modi on 28 August 2014 in New Delhi.
RK Swamy BBDO has been entrusted with the integrated launch campaign (TVC above).
A committee comprising of the Department of Financial Services, Ministry of Finance, several leading Banks and the Indian Banks Association led the agency selection process, informed an agency statement.
The campaign will be spread across TV, radio, newspapers, OOH and digital media. It kicked off with a print leg on August 23, while the TVC went on air two days later.
The animated film shows a host of people carrying their money (the rupee symbol) to the bank, accompanied by a jingle that extols the benefit of getting one's own bank account. As the animated figurines join hands, they morph into the programme's logo.
Shekar Swamy, CEO, RK Swamy BBDO, said, “The Prime Minister’s Jan Dhan Yojana is so crucial for the welfare of millions. As an organisation, we place the top most priority to support such nation-building projects. We are privileged to be associated with it, and we are sparing no effort to ensure that the program is successful."
