"I will soon seek an appointment with higher officials in the Commerce Ministry and explain how this campaign, to be launched in Europe and Middle East, is important for thecountry's rice growers and the industry," All India Rice Exporters' Association (AIREA) Chairman Vijay Setia said.

The AIREA along with the Agricultural and Processed Food Products Export Development Authority (APEDA) had finalised the campaign to be executed by Grey Worldwide and Crayon Advertising. It was to be financed by the Basmati Development Fund (BDF) which is created by contributions from exporters.

One of the objections raised by the government on a complaint from a Punjab-based association relates to the fact that the entire money lying with BDF would be spent on this high profile campaign.

"What is the use of keeping this money in a Fixed Deposit when we can get a definite value addition from advertising," Setia asked.