New Delhi, Aug 14: In its last-moment preparations for the upcoming general elections 2014, the Congress-led UPA government is leaving no stone unturned in ensuring its party's success.
While sounding the election bugle, the UPA government had launched its much-talked about "Bharat Nirman" advertising campaign in the run-up to the Parliamentary polls.
The second phase of the high-voltage multi-crore ad campaign has been named as 'Glimpses of India story Part II' and it will be showcased and launched at the Film division auditorium in New Delhi on August 14.
To highlight its party's achievements, various policies and welfare schemes during the last nine years, the UPA has splurged whooping Rs 500 crores to woo the voters.
According to report, it has emerged that the party's vice president Rahul Gandhi has approved the final advertising campaign designed by the ad agency Percept, after 11 ad agencies made presentations at the Congress office.
The new 'expensive' ad is expected to highlight initiatives like the Right to Food, Direct cash subsidy transfer scheme, RTI and MNREGS and it will be visible on all the social networking websites.
Last month, a newspaper reported that the finance ministry panel has finalised exorbitant Rs 630 crore for the 12th Five Year Plan for the campaign. Half of the money would be spent till March 2014.
The ad blitz has been written by the famous scriptwriter Javed Akthar and filmed by the director Pradeep Sarkar.
The first phase of the "Bharat Nirman" ad campaign had 'Sakshar Bharat' as its main theme.
BJP's India Shining campaign
In 2004, when Atal Bihari Vajpayee was the prime minister, the BJP came up with "India Shining" ad campaign.
But, the flashy ad could not able the BJP to retain power at the Centre.