Brand Makers
Priya Nair appointed new CEO and MD of Hindustan Unilever, replaces Rohit Jawa
Govt’s communication arm CBC Spent ₹185.96 cr in FY25: MIB to Parliamentary Panel
The Central Bureau of Communication (CBC) is the nodal multi-media advertising agency of the Indian government, primarily responsible for disseminating information about government policies and programs to the public using various media channels.
The Committee, while acknowledging the improved regional execution of campaigns, sought an assessment of whether the integration has resulted in cost savings and enhanced functionality as envisioned.
The Central Bureau of Communication (CBC), the government's primary media outreach agency, has reported a 96.16% utilization of its allocated funds for the financial year 2024–25, according to data presented to a Parliamentary Standing Committee. The CBC, which operates under the Ministry of Information and Broadcasting, had received a Final Grant (FG) of ₹193.37 crore for the fiscal year and had spent ₹185.96 crore by March 23, 2025.
The Central Bureau of Communication (CBC) is the nodal multi-media advertising agency of the Indian government, primarily responsible for disseminating information about government policies and programs to the public using various media channels. It also acts as an advisory body on media strategy for the government.
Earlier in the year, the Revised Estimate (RE) for CBC was reduced to ₹192.75 crore from the Budget Estimate (BE) of ₹200.11 crore. By mid-September 2024, actual expenditure stood at only ₹90.19 crore, prompting the Committee to express concern over the slow pace of fund utilisation. It had called upon the Ministry to lay out an action plan to utilise the remaining ₹110 crore effectively during the remainder of the financial year.
Responding to the Committee's observations, the Ministry assured that CBC had taken steps to ensure optimal and judicious use of its budget. The near-complete fund utilisation, it stated, reflected the bureau's efficiency and commitment to executing government communication strategies across the country.
CBC was formed in December 2017 through the merger of three erstwhile entities—the Directorate of Advertising and Visual Publicity (DAVP), the Directorate of Field Publicity (DFP), and the Song & Drama Division (S&DD)—to create a unified 360-degree communication agency. Following the integration, CBC established 23 Regional Offices and 148 Field Offices to streamline outreach operations and ensure better coordination at the grassroots.
The Committee, while acknowledging the improved regional execution of campaigns, sought an assessment of whether the integration has resulted in cost savings and enhanced functionality as envisioned. It emphasized the importance of continued fiscal discipline and recommended that funds be utilised judiciously to support meaningful public engagement with government programmes.
MIB officials noted that the integration has allowed the government to more effectively disseminate information and foster public participation in development and welfare initiatives across both rural and urban areas.
SPOTLIGHT
Till July 20, social media feeds across the Middle East and South Asia will be taken over by influencer videos showing snow falling in everyday summer scenes, triggered by the act of opening a can of 7UP.
Read MoreIn Photos: At DES 2025, India charts ambitious course for digital entertainment leadership
At the Storyboard18 Digital Entertainment Summit in New Delhi, policymakers and industry leaders outlined how talent, technology, and governance will drive India’s push to dominate the global entertainment economy.