Building momentum

While the UPA8217;s Bharat Nirman ad campaign has suddenly picked up pace, interspersed as it is between cricket matches on television, it is still only the primer. The ad campaign is positioned to grab eyeballs after September when it will roll across the print and electronic media in a big way, in anticipation of general elections. The Ministry of Information 038; Broadcasting is only waiting to get funds sanctioned for the publicity campaign to decide how big the campaign will finally become. Of course, there are clear instructions from the Congress that the campaign must be nothing as in your face as the BJP8217;s infamous 8220;India Shining8221; campaign. The Congress wants it subtle, low key and with good recall value.