Insight Brandcom takes PM Modi’s Viksit Bharat Sankalp Yatra campaign across 8 states

In a monumental initiative by the Prime Minister’s Office, the Central Bureau of Communication under Ministry of Information & Broadcasting undertook perhaps the largest roadshow campaign across India with an aim to reach over 2,50,000 Gram Panchayats in almost 750 districts. The much talked about Viksit Bharat Sankal Yatra was aimed to reach out to last mile ensuring communication of various initiative and schemes of Government of India reaches the people. 

During this campaign, beneficiaries were enrolled for various schemes through participation of local Block/ District officials accompanied by various Ministers/ MPs, MLAs and other public representatives. Prime Minister Narendra Modi himself interacted with various beneficiaries through these high tech vans which were equipped with LED screens and video conferencing capabilities on regular basis. At every event every day of the campaign, various communication material was distributed amongst the attendees. 

The Central Bureau of Communication (formerly DAVP) originally empanelled about 14 agencies across India through an open tender process and various states were allocated amongst these agencies for the execution of the campaign which lasted for over two months after its launch on November 15, 2023 from Jharkhand by Prime Minister Modi. 

While this was an intensive rural activation campaign with a lot of challenges for all the engaged agencies along with the officials, Insight Brandcom, a leading communications agency headquartered in Guwahati with pan India network and presence, played an instrumental role in taking the campaign to the far reaches of the country.

Insight Brandcom was given the Viksit Bharat Sankalp Yatra mandate spanning eight states -- Andhra Pradesh, Assam, Odisha, West Bengal, Meghalaya, Jharkhand, Telangana, and Sikkim. The mandate was initially given to the agency for two states, but the scope of coverage got significantly enhanced, to eight states in due course.

Dr Ashish K Bhutani, IAS, a Secretary of Government of India who was overseeing the campaign in the state of Assam during the campaign said “the idea was to connect to the remotest village and ensure complete saturation of all the schemes,” while adding that Assam is one of the top states in implementing the Viksit Bharat Sankalp Yatra.

Insight Brandcom deployed over 150 hi-tech vans for events at more than 15,000 locations across the campaign period, reaching out to more than 20 million people directly. Sunit Jain, Managing Director, Insight Brandcom who led the campaign with his team found this to be the most challenging campaign of his career that spans 17 years in advertising & marketing communications. He said, “The campaign saw reporting at multiple levels due to high intensity monitoring. We had to engage an equally large team at backend to control the campaign and to ensure real time reporting throughout the campaign period.”