Two months after getting Sachin Tendulkar on camera to advise Mumbaikars on how to conserve water, the Brihanmumbai Municipal Corporation (BMC) is struggling to get the advertisement released.
Television channels are demanding payment for airtime and the civic body is unwilling to pay, making the awareness campaign a non-starter, with the city on the brink of what could be yet another scorching, dry summer.
The 48-second advertisement shows Tendulkar returning from a practice session and asking for only half a glass of water, a message that citizens should use only as much water as they need.
Officials said only two Marathi news channels had expressed any interest in showing the advertisement on TV. "However, they are demanding more than Rs 20 lakh and are not willing to negotiate. The making of the ad itself cost us Rs 15 lakh and therefore it is ridiculous to spend more than that per channel," said an official.
News From: http://www.Time2timeNews.com
Wednesday, March 10, 2010
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