Regularisation: BBMP plans publicity blitzkrieg

Regularisation: BBMP plans publicity blitzkrieg

Afshan Yasmeen

`Our campaign will help people mobilise fee in advance'

BANGALORE: Do not be surprised if you get to watch a road show or a television advertisement campaign pertaining to Bruhat Bangalore Mahanagara Palike (BBMP) in the next few days.

Expecting revenue of more than Rs. 800 crore through the regularisation of unauthorised constructions scheme, the BBMP has decided to outsource the task of publicising it. The civic body has invited expression of interest from private firms for appointment of an accredited advertising agency to carry out a sustained public awareness campaign on the scheme on a turnkey basis. With the Government amending the Karnataka Town and Country Planning Act, 1961 for enabling regularisation of unauthorised constructions, the BBMP has embarked on a professional way of popularising the scheme.

"Although we have started a build-up advertisement campaign on the scheme in newspapers, we do not want people to miss an one-time opportunity to get their deviations regularised. People who apply for regularisation have to pay in one go and our campaign will help them in mobilising the required fee in advance," U.A. Vasanth Rao, Deputy Commissioner (Resources and Reforms) told The Hindu on Sunday.

The draft rules were published on May 17 and people have time till June 17 to file objections and suggestions. After that, they will get three months to apply and avail themselves of the scheme.

This is for the first time that the civic body is outsourcing publicity work. "With the city having expanded to 741 sq km, there is much to be done to popularise the scheme in such a large area. We expect more than two lakh people to apply for regularisation and even if half of these applications qualify for availing themselves of the benefit, it is an enormous task that needs much groundwork," Mr. Vasanth Rao said.

Everything is going to be hi-tech with regard to this scheme. The whole process right from receiving applications up to processing them and verifying the extent of deviation will be automated. "Discussions are on and the process of implementing the scheme is being monitored on a day-to-day basis. We will have a pre-bid meeting of interested parties on June 5 and a presentation will be made on the scheme to educate the bidders. The advertisement-partner will be selected by June 12 and by the end of June we will be ready to take off with the actual implementation work," he said.

The selected agency will have to carry out a high impact public awareness programme, which includes arranging publication of advertisements, articles, interviews, press conferences in leading newspapers, magazines, electronic and visual media. The agency should also design and print promotional materials such as brochures, fliers and pamphlets, conceptualise and plan road shows, conferences, workshops, business meets and other such events. While the civic body has set aside Rs. 1 crore for this blitzkrieg, it is even ready to spend double the amount.