Ministry of Consumer Affairs, Food & Public Distribution looks for creative agencies

DAVP-accredited agencies to handle print and television creatives of the Ministry's Jago Grahak Jago campaign.

Department of Consumer Affairs, which is a part of the Ministry of Consumer Affairs, Food and Public Distribution, has invited expression of interest (EoI) to empanel creative agencies, to work on its 'Jago Grahak Jago' campaign. The ministry will select the agencies from the agencies empanelled with Directorate of Advertising and Visual Publicity (DAVP).

According to a source in DAVP, the creative agencies will have to design and produce print, radio and television commercials for the public information campaign that creates awareness about consumer rights. The empanelment will be for one year. Currently, DAVP has 60 accredited agencies in the print category and 25 in television (audio/visual) category.

The ministry releases about 40-45 print ads and around 20 half-minute slots on television in a year. It also comes out with about 50 television series. Before this review, the ministry had two agencies handling print requirements and 12 agencies for radio and television commercials.

The 'Jago Grahak Jago' campaign aims to educate consumers about misleading advertisements, quality of food and consumer goods and unfair trade practices. Everest Brand Solutions, DDB Mudra and Rediffusion-Y&R have earlier handled the department's creative mandate.