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 :

1. Campaign Wing - for coordinating publicity campaigns

2. Advertising Wing - for release of press advertisement

3. Outdoor Publicity Wing - for display of outdoor publicity material

4. Printed Publicity Wing - for printing of publicity material

5. Exhibition Wing - for putting-up exhibitions

6. Mass Mailing Wing - for distribution of publicity material

7. Audio-Visual Cell - for production of audio/video programmes

8. Studio with DTP facility - for designing

9. Copy Wing - for making copy

10. Coordination Cell - for coordinating PQs,VIP ref., Parl.Committees

11. Electronic Data Processing Centre - for processing of bills.

12. Accounts Wing

13. 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:-

1. Health & Family Welfare

2. Drug Abuse & Prohibition

3. Women & Child Development

4. Upliftment of Girl Child

5. Education

6. Adult Education

7. Non-Conventional Energy Sources

8. Mahila Samridhi Yojana

9. National Integration & Communal Harmony

10. Creating public opinion against dowry, female infanticide,child labour, beggery etc.

11. Blood Donation

12. AIDS Awareness

13. Consumer Protection

14. Safe Drinking Water

15. Welfare of the Handicapped

16. Water-Borne Diseases

17. Handicrafts

18. Social Welfare Programmes

19. Agriculture

20. Food & Nutrition

21. National Social Assistance Programmes

22. TRYSEM

23. IRDP

24. DWCRA

25. Employment Assurance Scheme

26. Jawahar Rozgar Yojana

27. Panchayati Raj and

28. Commemoration of 50 Years of India’s Independence