The Congress government is planning to sweeten its massive pre-election publicity blitzkrieg with hit Telugu films. Specially modified vehicles will tour all the 294 Assembly constituencies in the state and screen Tollywood hits to attract people. In between, they will be persuaded to see short films on various achievements of the Y.S. Rajasekhar Reddy government in the last three-and- a-half years.
The campaign, named Integrated Mobile Publicity in Assembly Constituencies (IMPACT), is estimated to cost Rs 100 crore and is likely to be launched on February 1. Sources told this correspondent that the government had purchased the rights of 20 Telugu blockbusters by spending Rs 50 crore to "retain the audience" in rural areas. They include Varsham starring Prabhas, Amma Nana Oka Tamil Ammayi starring Ravi Teja, Bommarillu with Siddharth and Simhadri in which Jr NTR plays the main role.
Interestingly, the Congress publicity managers have decided not to screen films starring N.T. Rama Rao and Chiranjeevi though they are very popular among people. They believe that NTR films may end up benefiting the Telugu Desam while Chiranjeevi hits might provide more mileage for the superstar who is planning to enter politics.
The short films will focus on general achievements and success stories relating to the particular area where the screening is being held. Two private firms have been chosen to take out the publicity campaign in the run-up to the 2009 elections. Sources said the campaign will be taken out in two phases. In the first phase, costing Rs 34 crore (apart from Rs 50 crore for the films), 147 Assembly constituencies will be covered.
Each vehicle will cover 100 villages in 50 days and conduct two screenings per day. They will publicise the Congress government's flagship programmes and schemes including free power, Jalayagnam, Indiramma, Paavala Vaddi, NREGS, land distribution, Indira Prabha, Rajeev Udyoga Shree and Arogya Sri.
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