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Niti Aayog to hire creative agency to expand outreach

Press Trust of India  |  New Delhi 

Niti Aayog will hire a creative agency and a digital amplification firm to expand its outreach by conducting as many as 48 events, campaigns and seminars every year.

The creative/marketing agency will work with the Aayog to develop and execute an overall marketing and communications plan.

"The objective of this assignment is to seek services of a creative agency for communications management and outreach of Niti Aayog as a policy dynamo and think tank of the government," it said in a proposal request.

"Niti Aayog will host or organise an average of four events/conferences/seminars/campaigns a month, i.E. 48 such big and small programmes a year," it added.

The agency would also be required to make communications and marketing plan for Niti's subordinate offices and its initiatives taken from time to time.

The amplification agency, Niti Aayog said, will have to be responsible for creation of content for two blog posts a week.

"That apart, blogs also need to be amplified. Amplification agency will not create any creative for publicity. All creatives will be done by the creative agency. The amplification agency will use the content wisely to amplify it across digital platforms," it said in a clarification.

Niti Aayog said it would need a heightened support when specific campaigns will be run by it.

Amplification agency will also be responsible to manage the social media management for the Aayog as well as prepare radio jingles of about 30 seconds.

The Aayog said a new website for events/campaigns of Niti will have to be developed from scratch.

"If needed, even the existing website may need to be reworked all over again," it said further.

The Niti Aayog has asked the bidding agencies to showcase their proposed creatives for Niti Aayog's branding on July 12.

Niti Aayog is entrusted with the job of providing both directional and policy inputs.

It provides relevant strategic and technical advice across key elements of policy, ideas and specific issue based support to both the central and state governments.

Niti Aayog's primary mandate is to promote the spirit of cooperative federalism.

Noted economist Arvind Panagariya heads the organisation as its Vice Chairman while retired bureaucrat Amitabh Kant is its CEO.


Addressing the conclave Shaoshi said, "China and India have a long tradition of friendship and shared interests and challenges. We are at a similar stage of development where we have to achieve the goal of sustainable and inclusive development for our people. Therefore we need to strengthen our cooperation and identify complementary and comprehensive multi-level business partnerships."

He told that Prime Minister Narendra Modi has pushed forward excellent initiatives for industrial upgradation like Make in India, Digital India and innovation programmes. China has similar plans for the Chinese economy as well.

"I am happy to see that since the launch of the India China Strategic Economic Dialogue (SED) our cooperation has diversified and deepened. Cooperation is not just in macro economy but also industrial policy communication and coordination at different levels. At the same time we are paying great attention to the important role of bilateral operation between cities, financial enterprises to promote practical cooperation," he added.

Addressing the conclave, Panagariya said that as large developing countries and major emerging economies, both India and China are uniquely poised to lead the global effort towards the realisation of the Sustainable Development Goals and contribute to the improvement in the lives of 2.6 billion of their people.

He said that today, China is India's leading trading partner with a bilateral trade in goods of about USD 71 billion last year, although there is a need to find sustainable ways to correct the rather large imbalance in the bilateral trade flows.

Panagariya also said that the government will play the role of the facilitator but industries on both sides will have to be the key drivers of the growth process.

States are supporting NITI Aayog to take ahead India's relationship with China and this is evident with the participation of 11 states in today's conclave, he added.

First Published: Thu, July 07 2016. 17:28 IST