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McCann powers Skill India’s campaign blitz to empower India's youth

Skill India mission, under the aegis of Ministry of Skill Development & Entrepreneurship (MSDE), Government of India, has rolled out a mass media campaign – ‘Fark Dikh Raha Hai’. The initiative aims to increase awareness regarding various initiatives under Skill India, including Pradhan Mantri Kaushal Vikas Yojna (PMKVY), National Apprenticeship Promotion Scheme (NAPS) and Industrial Training Institutes (ITIs). Since the launch of Skill India mission on July 15, 2015, more than 1 crore people have benefitted annually under the mission and have been able to transform their lives for a better livelihood. 

The campaign, a series of three ad films, was commission by National Skill Development Corporation (NSDC) through McCann Worldgroup India, in close coordination with MSDE. 

Speaking on the launch of the campaign, Rajesh Agarwal, Joint Secretary & CVO, MSDE, said, “Under the able leadership of Ministry of Skill Development and Entrepreneurship, ‘Skill India’ has been making steady progress towards transforming India as the ‘human resource capital’ of the world. Over the last three years, various skill development initiatives and policy driven accelerators have helped Indian youth to enhance their skills and stay job-relevant keeping in mind the advent of technology and new age skills that the market place needs today. Through this campaign, we aim to motivate youth to acquire a skill of their choice and contribute significantly towards the building of New India.” 

Commenting on the campaign, Manish Kumar, MD & CEO, NSDC, said, “NSDC has collaborated with MSDE and multiple stakeholders to ensure that India’s youth are empowered with right skills; whichcould help them earn a better livelihood. The ‘Fark Dikh Raha Hai’ campaign aims to reinforce the benefits of skill training and its socio-economic across different segments of our society. We are confident that through this campaign we will be able to raise awareness and aspirational value of vocational training in India.” 

Sharing his thoughts on the campaign, Prasoon Joshi, Chairman McCann Worldgroup, Asia Pacific and CEO & CCO McCann Worldgroup, India, said, “This campaign very clearly communicates the changing attitude towards skill development in India. It seeks to motivate the youth of the country to believe in their talent and portrays how by taking the benefit of the various schemes under the Skill India programme, they can hone their talent for a brighter future.” 

Watch the films: 

Pradhan Mantri Kaushal Vikas Yojana:

National Apprenticeship Promotion Scheme:

Industrial Training Institutes:

MSDE currently manages several initiatives, including PMKVY, NAPS, ITIs, Pradhan Mantri Kaushal Kendra (PMKK), Recognition of Prior Learning (RPL), Pradhan Mantri Yuva Yojana (PMYY) among other. It is envisaged that similar campaign would be launched in near future covering other schemes under and programmes under Skill India. 

Pradhan Mantri Kaushal Vikas Yojana (PMKVY) is the flagship scheme under Skill India mission that aims to empower large number of youths in India – educated or uneducated – with employable skills over a duration of 3 of 6 months across 40+ trades/ sectors. Since its launch in July 2016, the programme has benefited over 40 lakh, including 9 lakh+ certified for their prior experience under Recognition of Prior Learning (RPL) component of PMKVY. This scheme aims to train one crore youth by 2020. 

Industrial Training Institutes or ITIs have been supplying skilled manpower to Indian industry since 1950. With prerequisites ranging from 8th to 12th standard pass, these institutes provide diploma in over 130 different streams/ trades. Since these institutes brought under the ambit of MSDE in 2014, there has been a 32 per cent increase in the number of ITIs and 54 per cent increase in the number of seats available at these institutes. 

National Apprenticeship Promotion Scheme (NAPS) is a one-of-its-kind initiative, which incentivises corporates to hire apprentices across different sectors and empowers youth to improve their skills through on-the-job training. Since its launch in August 2016, more than 4 lakh candidates have been benefitted under the programme. The aim is to empower close to 10 lakh candidates in FY18-19 under this initiative.

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