The North-Eastern (NE) region of India has been neglected till recently. It has not only been ignored from the development perspective but also finds minimal space in the academic arena. This paper will contribute to filling this void. It will highlight the lacunas as well as the silver lining while evaluating one of the crucial schemes, the Advertisement and Publicity Scheme in the NE States. The objectives of the paper are to examine the structure and efficiency of the scheme and to assess the performance of the scheme which aims to promote peace and counter the perceived feelings of alienation, insurgency, infiltration, and militancy in the NE States. The study has used qualitative and quantitative methods and tools for collecting primary and secondary data; a sample size of 200 beneficiaries have been taken, 25 beneficiaries each from the eight states of North East namely, Arunachal Pradesh, Assam, Mizoram, Manipur, Meghalaya, Nagaland, Sikkim, and Tripura. It provides a detailed analysis of budget allocation, stakeholders, and the responses of beneficiaries. It answers the question of whether the scheme has effectively achieved its desired goals or not?