PALAKKAD: The publicity campaign for the Kerala state lotteries, which was entrusted to the Public Relations Department, is all set to be divested from it. According to sources, the ad promotional campaign will be entrusted to private agencies in a bid to target the untapped groups like students and other sections of society."We aim at achieving a higher turnover by tapping all sections of the public.
"Therefore, we need to do market research. In the past 43 years, since the inception of state lotteries, there has been no target advertising. No profiling of the audiences such as the housewives, labourers and students has been done. "Keeping this in mind, the professional agencies are being roped into for this," said Director of Lotteries Biju Prabhakar.
He pointed out that the introduction of the Karunya lottery to help the poor was a novel idea. No fewer than 28 persons have come forward to undertake the ad campaign."Currently, the turnover of the Kerala State Lotteries is Rs 587 crore and it is hoped to increase it by three times. The state received only Rs 97 crore after the marketing expenses."There was also a provision to spend two percent of the net returns from the sale of lotteries for campaign purposes. "The file, signed by the then Chief Minister V S Achuthanandan, was referred to the Taxes Department (File no. 3288/H1/10/Taxes)"Subsequently, after the new government assumed office, it was decided to hold daily draws of the state lotteries. The action of the Finance Department in sidelining the Public Relation Department was unwarranted, the department added.
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