Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting, that has the mandate of providing 360 degrees communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies.
It was set up on 8th December 2017 by the integration of the erstwhile Directorate of Advertising and Visual Publicity (DAVP), Directorate of Field Publicity (DFP), and Song & Drama Division (S&DD). With 23 Regional Offices (ROs) and 148 Field Offices (FOs), CBC is engaged in the process of educating people, both rural and urban, about the Government’s policies and programmes to evoke their participation in developmental activities. The bureau undertakes various campaigns towards this end by using different vehicles of communication viz., Print Media advertising, Audio Visual Campaigns, dissemination through Exhibitions, Outdoor Campaigns and Digital Media etc.
While one of the key functions of CBC is to act as an advisory body to the Government on media strategy, its chief mandate is to advance the Government’s image as the prime facilitator of people’s empowerment by positioning messages through Print Media, Audio-Visual, Outdoor and Digital Media. The Policy guidelines at the bureau have been adapted to keep pace with the emerging media scenario, which helps in maximizing the reach of information dissemination.
Advertising and Visual communication Division (erstwhile DAVP) is the nodal division of CBC responsible for the dissemination of information about the Government’s policies and programmes through available vehicles of communication viz., Print Media, Audio Visual, Outdoor and Digital Media.
The Folk Communication Division of the bureau carries out inter-personal communication through the means of live media. Multiple forms of performing arts such as Drama, Dance-drama, Composite-Programme, Puppetry, Ballets, Operas, Folk and Traditional Recitals, Mythological Recital, and other local folk and traditional forms are deployed to maximize the outreach of information about various policies, programmes and schemes of the Government. The use of live media serves to create engagement among the masses and ensure emotional receptivity with the sense of belongingness and ownership.
Field Communication Division undertakes direct and interpersonal communication programmes to create awareness among people, particularly in rural and semi-urban areas. Regional Offices (ROs) and Field Offices (FOs) accordingly seek to empower people through information to enable them to avail the benefits of government programmes and schemes. It organizes ground activation as well as outreach programmes, and Special Outreach Programmes (SOPs) are organized with the support of various stakeholders viz., the State Government and local functionaries, society groups etc. Since they are in the local languages and often at venues in the vicinity, the impact of these communication programmes is far and wide and it promotes a greater understanding of the Government’s schemes among the masses. These efforts are complemented by using traditional and folk media and other conventional and non-conventional methods.
With the integration of erstwhile DAVP, DFP and S&DD, programmes are increasingly organized in integrated manner with special outreach and folk components. These Integrated Communication and Outreach Programmes (ICOP) aim at leaving a greater impact, ensuring behavioural change and enhancing participation in the developmental process.
CBC has been instrumental in creating awareness amongst masses about socio-economic themes, seeking their participation in developmental activities and for the eradication of social malpractices. All possible channels of communication have been leveraged to reach out to people, ranging from advertisements to street plays to door-to-door interactions, making a paradigm shift from stand-alone and isolated advertising to a 360-degree holistic campaign.
- Work towards creating an informed citizenry
- People Centric Communication approach
- Disseminate information on schemes and programmes of the Government of India, using different Media Vehicles
- Formulate Communication (IEC) strategy for the Government.
- Put in place appropriate policy framework for use of different media vehicles and determine rates for the same.
- Conducting Integrated Communication & Outreach Programmes (ICOP) at central, regional and rural levels
- Disseminate information on schemes and programmes of the Government of India by the means of folk art Disseminate information on schemes and programmes of the Government of India by the means of folk art
The CBC is headed by a Director General (DG) with its headquarters at Soochana Bhawan, New Delhi. CBC operating from Delhi, ROs from regions and FOs at the field level are manned by officers of Indian Information Service and Ex-cadre personnel of erstwhile DAVP (Directorate of Advertisement Visual Publicity), Directorate of Field Publicity and Song & Drama Division. The personnel from multiple disciplines like media planning, production, studio design, Print production, exhibition, song and drama division are amongst others are the in house talent with expertise in handling campaign requirements of the client ministries.
Given the massive regional and linguistic diversity in India, the country has been divided into five zones, each headed by a DG level officer, below which there are regional offices and field offices. At the regional level, the media units are integrated into the Regional Outreach (ROs) with an Additional Director General level officer as the head of the department. The Field Outreach Bureaus (FOs) at the local level are manned by Field Publicity Officers/ Field Publicity Assistants/ Field Exhibition Officers etc. At present the CBC has a network of 23 RO’s and 148 FO’s all across the country. All communication activities are undertaken in the regional languages as per the need of the campaign.
A 360-degree approach to awareness generation and behavioural change would require the flawless integration of both communication and outreach initiatives. CBC as a nodal government organization has been working tirelessly towards this goal for effectively taking the message of the Government of India to the people of the country.
To Communicate important social advertising messages in an effective manner, to empower the lives of the country's citizens, and be the one-stop agency for the advertising needs of all Central Government bodies all over the country, be it print, audio-visual, outdoor or emerging media, and to provide services in a professional, responsive, and quality-driven manner, at media-buying rates which are the most competitive in the market.
- To create awareness amongst masses on socio-economic themes and to evoke their participation in developmental activities.
- To effectively disseminate information on the policies, programmes and achievements of Government while ensuring free flow of information to the public and safeguarding freedom of the press and media in general.
- To communicate and publicize the Government’s Flagship programmes directly to the beneficiaries through appropriate multimedia public campaigns down to the grassroots level.
- To create engagement among the masses and ensure emotional receptivity with the sense of belongingness and ownership.
- To empower people through information to enable them to avail the benefits of government programmes and schemes.
- To aim at leaving a greater impact, ensuring behavioural change, and enhancing engagement in the growth process.
At CBC, we provide solution for the paid publicity requirements of all Central Government organizations, PSUs or Government Societies, depending on the client's target audience, and his budget. A range of media outfits are used, ranging from the conventional medium like Newspapers, TV and Radio or Outdoor publicity options such as hoardings, messages on trains and vehicles are also used. Users can get information on payments made to various TV channels for the purpose of such paid publicity of different organisations.
Core Verticals Covering Campaign Modes and Media Vehicles
-
Print Media
Advertisements
Outdoor Publicity
Outdoor Advertisements -
Audio-Visual
- TV
- Pvt. FM
- CRS Stations
- AV Production
Printed Publicity & Mass Mailing
-
Digital Media
- Social Media
- Internet Websites
- Theaters (Digital Cinema)
- Bulk SMS & OBD
Outreach Activities
Regional & Field Offices
