Indian food regulator’s Rs 1000 crore media blitzkrieg to improve ‘food safety’ !!!

The meek justification being offered for this disproportionate funding for publicity is that people have to be made aware about various provisions of the Food Safety Act, 2006.

It appears India’s food regulator has got all its priorities horribly wrong. The regulatory body plans to spend a whopping sum of over Rs1,000 crore just on publicity during the 12th plan period.

The amount the Food Safety and Standards Authority of India (FSSAI) has sought from the government for publicity related activities is much more than what it plans to spend on its core activities – developing food safety standards, setting up testing labs, surveillance and so on.

Out of Rs6,548 crore for various projects and initiatives planned during the 12th plan period, as much as Rs1,019 has been earmarked just for publicity.

The meek justification being offered for this disproportionate funding for publicity is that people have to be made aware about various provisions of the Food Safety Act, 2006. While detailed rollout schedule and clear deliverables have been shown for various activities, the authority remains vague when it comes to its gigantic media spending plan.

All that the proposal says is ‘awareness generation/ IEC programme would be as per well-thought-out media plan to be undertaken regularly using all forms/formats of publicity having wide reach’.

The Rs1,000 crore media blitzkrieg is expected to result in ‘overall general awareness about food safety rules/ regulations and sensitisation of various stakeholders about food safety issues’.  Rs350 crore under the so-called media plan will be spent for undertaking a ‘comprehensive campaign utilising audio and video and print media for dissemination of messages’. An amount of Rs319 crore has been proposed for publicity utilising ‘non-media vehicles’ such as multi-coloured pamphlets on food safety, hygiene, prevention of food spoilage, use of potable water in cooking etc. Such material will be distributed to schools, vendors and will be displayed at bus and railway stations. Another Rs350 crore would be disbursed to states at the rate of Rs2 crore for every state every year for publicity in local language. (courtesy: Dinesh C. Sharma & MailOnlineIndia)

Hot Vidya Balan from on-screen ‘dirty’ to off-screen ‘clean’!

Looks like, the mania of ‘Dirty Picture’ has caught the Indian Government as Ministry of Rural Development has decided to rope in sexy starlet vidya balan to feature in their ” Clean Picture”, i.e.: educational campaigns of Sanitation ‘Nirmal Bharat Abhiyan.. She will work for two years as the Brand Ambassador for this Ministry offering her support and services in development of Drinking Water and Sanitation in rural areas. That’s a good fortune for Vidya to reach more into public with a Clean Picture.

 

‘This will be a clean picture. What could be a matter of more pride than doing a dirty picture on screen and a clean picture off it? This is the real me. This duty will work a lot because this is a National Movement. I take this as an opportunity to do a Clean Picture off the screen after doing Dirty Picture on the screen.’

said vidya balan gracing 59th National Film Awards 2011 function in New Delhi recently. Minister Jairam Ramesh informed that Vidya will appear in promotion of construction and use of Toilets in rural areas and will be involved into restructuring of Total Sanitation through ‘Nirmal Bharat Abhiyan.’