Ministry of Rural Development

Bridging the Information

Gap in Rural Areas
through a Monthly
Newsletter
Chinks, westernized, hippies, druggies, not like ‘us’…

Just how have we ended up with

such a lopsided view of the
Indians of the North East…
 Backward, hostile, unsafe…

Just how have we ended up with such a lopsided view of the Indians of the North East…

our
…and of the part of

country
that lies beyond the Brahmaputra?
Facts everyone knows

• Post partition the distance and inaccessibility

from the rest of India increased
• The NE has more than a 95% international
boundary.
• There are close socio-cultural linkages with
foreign neighbours
• Poor infrastructure and development have
made the region lag behind the development
of the rest of the country
•Insurgency exists
Facts we often forget
 Rich human resources - literacy rate of 68.5%
 Rich natural resources – biodiversity, mineral
reserves, river systems
 Rich & diverse cultural heritage – close to
600 tribal and sub-tribal communities
 Rich though under-explored potential –
eg. accounts for only 0.23% of exports from SSI
 Strong Government commitment to
develop the region
That’s because good
things don’t…
 Make news
 Capture the
imagination
 Stick in our
memories
Unless we make them
memorable…
That needs a combination of:
• Clear identification of the target audience
• Strong creatives – visuals & messages
• Adequate media space – for print & a/v ads &
PR activites
• Supporting collaterals – posters, brochures,
advocacy materials
Vehicles we can use
 Print, TV, radio & internet
advertising
 Talk shows, youth forums
 Press conferences & briefings
 Revamp the website
 Conferences, exhibitions
What needs to be
emphasized?
 North East is very much a part of India
 There are large parts that are safe & free
of insurgency
 It has untapped potential – tourism,
industry, investment
 The Government is creating the required
environment for investment – horizon
2020
What clearly should not be
said…
 It’s the ‘other’
 Stereotyping the populace
 Focussing on its uniqueness

…Some creative suggestions

Campaign 1
The emphasis is on:
 Potential – NER as the ‘sunrise’
states
 Development that is being done
 The message is – look (north) east –
don’t lose the opportunity
Campaign 2
The emphasis is on:
 Advantage
 An emerging region
 An exotic tourist destination & a
good business opportunity
Campaign 3 - Tourism
The emphasis is on:
 Inclusiveness – this is ‘my’ India
 Welcome
 Cultural heritage
Campaign 4 - Tourism
The emphasis is on:
 Bringing the North East into focus
 Natural beauty
 Cultural heritage
Campaign 5 - Tourism
The emphasis is on:
 The India that is yet to be
discovered
 Natural Beauty
Campaign 6 - Tourism

The emphasis is on:

 The pristine and unspoilt beauty
 Creates a recall with the concept of
‘sunrise states’
 Lets the pictures do the talking
About Fountainhead
Who we are
A comprehensive communication agency
working in the government, health and
development sectors.
What we do

 Production and Printing

 Conference and Exhibition Management
 Media Strategy and Planning
Production and Printing

Turnkey solutions for:

 Copy writing and editing
 Design, illustration and photography
 High quality production and printing
Conferences and Exhibitions

Domestic and International events that include:

 Secretariat management
 Conceptualization
 Conference and exhibition management and production
 On-site stall fabrication and stall-hosting and
 Post-event analyses
Media: Strategy and Planning

 Effective strategies and planning

 Suitable media mix
 Image building and awareness generation
 Optimizing resources
Thank you