Shinde splashes Rs 25-cr ad drive

‘‘Maharashtra Leads’’ scream the ads appearing in papers from February 1. Inspired by the response to the Centre’s ...

‘‘Maharashtra Leads’’ scream the ads appearing in papers from February 1. Inspired by the response to the Centre’s Rs 40 crore ‘‘India Shining ’’ campaign, the state government just launched a Rs 25-crore TV and print ad campaign.

Which is classier? That’s unclear. What isn’t is that apart from the fact that the state is bankrupt with a debt nudging Rs 89,000 crore, the blitzkrieg incensed Mumbai’s prominent ad agencies even before it was launched.

Reason: CM Sushilkumar Shinde pushed in an agency at the eleventh hour without following the empanelment guidelines, which qualify a company for government contracts. It was no coincidence that the company, Prem Associates, seems a favourite while work is alloted for the Rs 10 crore first phase of the campaign. So, running second to Prem Associates are Lintas and O&M, who must now be content with 14 print ads, a consolation prize spread over seven ad agencies.

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It’s a typical government solution to controversy, called ‘‘settlement’’ in political circles — decided by a Cabinet sub-committee under state Finance Minister Jayant Patil.

But Shinde insisted his decision to push Prem Associates into the panel was purely on merit. ‘‘What is wrong with that? I have seen their work. They have done an excellent job,’’ he said.

But the Finance Department is unhappy. ‘‘Is it wise to spend Rs 25 crore on a campaign when the government is talking about the Centre’s step-motherly treatment while allotting funds?’’ said a senior finance officer.

With inputs from Lalitha Suhasini

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