Ad budget slashed

: The Delhi government has spent around Rs. 95 lakh on advertising about the odd-even scheme this time, compared to the Rs. 3 crore it spent in the first phase in January.

Sources said that the higher expenditure last time was necessitated by the realisation that more awareness was required for the scheme to succeed. “Expenditure was higher in January as a scheme involving public participation was needed. With the success of the first phase, the government didn’t spend on publicity this time,” said a senior government official.

Although no more advertisements are in the offing, the official said that the expenditure on the same might touch a Rs. 1.10-crore mark by the time the scheme draws to a close on April 30.

In January, details about the vehicle rationing scheme had extensively appeared in newspapers, on television, radio, and hoardings. Outdoor advertisement spaces across the city were booked for 15 days. At some places, hoardings were replaced.

Sources further said that it was unlikely that the government would come up with thanksgiving advertisements, on which it had spent around Rs.1 crore in the first phase.

This time, there are also no radio advertisements figuring Chief Minister Arvind Kejriwal, and only one video ad.

While the government was quick to declare the first phase a success just four days after it had commenced, a six-member committee has been constituted to study the impact of the second phase on school-time traffic. The panel was set up after traffic jams continued to clog arterial roads in the Capital despite several vehicles staying off the roads due to the scheme.