DAVP-A BRIEF HISTORY
The Directorate of Advertising &
Visual Publicity (DAVP) is the nodal agency to undertake multi-media advertising
and publicity for various Ministries and Departments of Government of India.
Some of the Autonomous Bodies also route their advertisements through DAVP.
As a service agency, it endeavours to communicate at grass roots level on behalf
of various Central Government Ministries.
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The origin of DAVP can be traced
to the times of World War-II. Immediately after the out-break of Second World
War, the erstwhile government of India appointed a Chief Press Advisor. Besides
other things, advertising was also the responsibility of the Chief Press Advisor.
A post of Advertising Consultant was created in June 1941 under the Chief Press
Advisor. This is where DAVP has its roots. On March 1, 1942, the Advertising
Consultant Office became the Advertising Branch of the Department of Information
& Broadcasting. Following the expansion in its scope, functions and activities,
this Advertising unit was declared an Attached Office of the Ministry of Information
& Broadcasting on October 1, 1955. The office also assumed the name of Directorate
of Advertising & Visual Publicity(DAVP). DAVP was further declared as Head
of a Department on April 4, 1959. By virtue of this declaration, financial and
administrative powers were delegated to DAVP.
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DAVP has been working as a catalyst
of social change and economic growth over the years. It has been instrumental
in creating awareness amongst masses on socio-economic themes, seeking their
participation in developmental activities and for eradication of poverty and
social evils.
To perform the functions of a
multi-media advertising agency for the Central Government.
To act as service agency for Central
Government ministries/departments to meet their publicity needs including
production of media inputs as well as dissemination of messages/information.
To help Central Government departments
in formulating communication strategies/media plans and help implement them
at the grass-root level by providing multi-media support.
The channels of communication used
are :
Advertisements - Release of
press ads
Exhibitions - Putting up exhibitions
Outdoor Publicity - Display
of hoardings, kiosks, bus panels, wall paintings, cinema slides, banners
etc.
Printed Publicity - Booklets,
folders, posters, leaflets, calendars, diaries etc.
Audio & Visual Publicity
- Spots/Quickies, jingles, sponsored programmes, short films etc.
Mailing of publicity material
- Distribution of publicity material
The main set-up of DAVP at the headquarters
consists of :
Campaign Wing - for coordinating
publicity campaigns
Advertising Wing - for release
of press advertisement
Outdoor Publicity Wing - for display
of outdoor publicity material
Printed Publicity Wing - for printing
of publicity material
Exhibition Wing - for putting-up
exhibitions
Mass Mailing Wing - for distribution
of publicity material
Audio-Visual Cell - for production
of audio/video programmes
Studio with DTP facility - for
designing
Copy Wing - for making copy
Coordination Cell - for coordinating
PQs,VIP ref., Parl.Committees
Electronic Data Processing Centre
- for processing of bills.
Accounts Wing
Administration Wing
DAVP has a network of offices spread
all over the country. DAVP has:-
Two Regional Offices at Bangalore
and Guwahati to coordinate the Directorate’s activities in the region.
Two Regional Distribution Centres
at Calcutta and Chennai look after distribution of publicity material in eastern
and southern regions, respectively.
35 Field Exhibition Units which
include seven mobile exhibition vans, seven family welfare units and 21 general
field exhibition units.
Regional Exhibition Workshop at
Chennai and
Exhibition Kit Production Centre
at Guwahati assist the Exhibition Division at headquarters in designing and
fabricating exhibits.
Some of the important subjects publicised
by DAVP include:-
Health & Family Welfare
Drug Abuse & Prohibition
Women & Child Development
Upliftment of Girl Child
Education
Adult Education
Non-Conventional Energy Sources
Mahila Samridhi Yojana
National Integration & Communal
Harmony
Creating public opinion against
dowry, female infanticide,child labour, beggery etc.
Blood Donation
AIDS Awareness
Consumer Protection
Safe Drinking Water
Welfare of the Handicapped
Water-Borne Diseases
Handicrafts
Social Welfare Programmes
Agriculture
Food & Nutrition
National Social Assistance Programmes
TRYSEM
IRDP
DWCRA
Employment Assurance Scheme
Jawahar Rozgar Yojana
Panchayati Raj and
Commemoration of 50 Years of India’s
Independence
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