From now on, public information campaigns (PIC) won't be the drab affair they always were.
Entertainment along with information will be the new mantra in the about 92 PICs planned for 2012-13, which will blitz rural India showcasing and disseminating information about the government's flagship schemes, policies and achievements.
With the general elections slated for 2014 amid talk of mid-term polls, a certain urgency to strengthen connect with the rural masses has seeped in. Local political representatives from various levels including the MLA and MP will be actively involved with the PIC taking place in his or her area.
To attract the public, there will be films, magic shows, success stories laced judiciously with music, dance and plays and other forms of informative entertainment besides talk shows, lectures, panel discussions, exhibitions, direct-marketing, direct intervention programmes (such as health camps), recruitment drives, etc-all taking place in colourful rural settings.
"Besides central ministries, various state government departments, PSUs, NGOs and Self Help Groups, will set up stalls manned by resource persons and experts in a synergised effort involving all the media arms of the information and broadcasting ministry," said a senior government official.
The public connect model is being devised on the lines of the traditional melas or village fairs, a sure-shot crowd-puller in rural India.
The melas will held for three to five days at a rural venue where people's participation in government's programmes and policies will be solicited. The communication strategy will combine information dissemination with the delivery of services at people's doorsteps.