The Government of India has rolled out a campaign to show how its 'Skill India' mission has a made a difference to lives in rural India.
The films were conceptualised by McCann in 'close coordination' with the Ministry of Skill Development and Entrepreneurship (MSDE).
Each film shows how the initiatives under Skill India has helped individuals. A film each for the Pradhan Mantri Kaushal Vikas Yojna (PMKVY), National Apprenticeship Promotion Scheme (NAPS) and Industrial Training Institutes (ITIs) have been created.
Shri Rajesh Agarwal, joint secretary and CVO, MSDE, said, “Under the able leadership of Ministry of Skill Development and Entrepreneurship, ‘Skill India’ has been making steady progress towards transforming India as the ‘human resource capital’ of the world. Over the last three years, various skill development initiatives and policy driven accelerators have helped Indian youth to enhance their skills and stay job-relevant keeping in mind the advent of technology and new age skills that the market place needs today. Through this campaign, we aim to motivate youth to acquire a skill of their choice and contribute significantly towards the building of New India.”
Manish Kumar, MD and CEO, NSDC, said, “NSDC has collaborated with MSDE and multiple stakeholders to ensure that India’s youth are empowered with right skills; which could help them earn a better livelihood. The ‘Fark Dikh Raha Hai’ campaign aims to reinforce the benefits of skill training and its socio-economic across different segments of our society. We are confident that through this campaign we will be able to raise awareness and aspirational value of vocational training in India.”
Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific and CEO and CCO McCann Worldgroup India, said, "This campaign very clearly communicates the changing attitude towards skill development in India. It seeks to motivate the youth of the country to believe in their talent and portrays how by taking the benefit of the various schemes under the Skill India program, they can hone their talent for a brighter future."