RBI searches for entity to develop multimedia publicity materials for its consciousness marketing campaign


To accelerate its general awareness campaign, the Reserve Bank of India (RBI) has started looking for a facility that can develop multimedia promotional materials in 14 languages. The all-Indian campaign to educate the public about the essential rules and regulations is being launched in Hindi, Assamese, Bangla, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Sindhi, Tamil, Telugu and Urdu as well as English.

According to an RBI document, the media mix will include both traditional and new media.

In addition to newspapers, magazines, radio, television stations and cinemas, the campaign will also include digital media, web portals and social media, announced the RBI when it invited advertising agencies to apply for the design of the creative for the awareness campaigns.

“The public awareness campaigns of the RBI will be full-fledged multimedia, multilingual campaigns on a pan-Indian level. The aim of the campaigns is to create a general awareness of the RBI regulations and other initiatives among the citizens of India, ”reads the call for proposals (RFP) in this context.

Financial inclusion and education are two important elements in the development role of the RBI.

To this end, the Central Bank has created a critical literature collection and uploaded it to its website in 13 languages ​​for banks and other stakeholders to download and use. According to the RBI website, the aim of the initiative is to create awareness of financial products and services, good financial practices, digitization and consumer protection.

The central bank is running a media campaign called “RBI Kehta Hai”, an initiative to educate the public about its regulations aimed at improving the quality of customer service in banks.

The number of followers of the Reserve Bank’s Twitter trading @RBI exceeded one million as of March 31, 2021 and reached 1.15 million, which means the “largest following among central banks” in the world, according to the annual report of the RBI .

In the period 2021-22, Apex-Bank plans to use public awareness programs, social media presence and other communication channels to further deepen its commitment to society.

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