“We have been selected as the agency to handle the corridor,” Cherian told Newsline, “though this does not just mean publicity. It also means creating awareness about the project, and data collection for agencies implementing the project.”
Government sources said the corridor publicity campaign is likely to cost DIMTS Rs 85 lakh and will span over the next few months.
Cherian said his PR agency, Perfect Relations, has been working on the project for over a month now. “The project involves gathering information and reactions to decisions of infrastructure,” he said. “BRTS is not the only infrastructure project we have done — my firm has a separate department that deals exclusively with urban infrastructure.
“We have run similar campaigns and research for Noida Toll Bridge and the Gurgaon Expressway, apart from handling much bigger projects across the country, including ports.”
Besides creating awareness and raising the project’s image, Cherian said the work also involves “helping the administration understand commuter reaction, pressure points on the corridor, and customer inputs.” He said Perfect Relations has “a lot planned” for the corridor over the next few months but “I am at present not at liberty to disclose the plans”.
The government source said Delhi government does not employ “external PR firms” to carry out such awareness campaigns. “But DIMTS is not part of the government; it’s a joint venture between the government and IDFC, and Cherian’s firm handles IDFC’s account,” a government official said.
DIMTS officials were not available for comment.