Sign up for afaqs! Newsletters
INSDAG had called a creative pitch in November 2006. Eight agencies had participated in it. Three agencies – JWT, Bates Enterprise, and Leo Burnett – made it to the final round of presentations. JWT has bagged the estimated Rs 20-25 crore account
The Institute for Steel Development and Growth (INSDAG), which operates under the Ministry of Steel, is planning to launch a media campaign to promote the use of steel. It had called for a creative pitch in November 2006. Eight agencies had been invited for the pitch, following on from an ACNielsen survey. They were Bates Enterprise, McCann-Erickson, Grey Worldwide, JWT, Ogilvy & Mather, Lowe, Mudra and Leo Burnett.
Out of these, three agencies – JWT, Bates Enterprise, and Leo Burnett – made it to the final round of the presentations. Sources close to the development have confirmed to agencyfaqs! that the account has been won by JWT Kolkata.
Source say that the media spend is likely to be funded by several big and small steel makers and is estimated to be Rs 20-25 crore.
RKP Singh, director-general, INSDAG, refused to comment on the development, though he confirmed that the decision had been taken and that a formal announcement will be made next month at a press conference in New Delhi. Singh added that the ministry does not wish to garner any publicity for the campaign.
Earlier, during the pitch, Singh had informed agencyfaqs! that the idea of the campaign is to promote the benefits of steel and project it as cost-effective and useful. It is meant to reach out to all sections of society, be they ministers, bureaucrats or farmers, and hopes to increase the consumption of steel in the country.
He had also informed agencyfaqs! that the media mix will include print (mostly rural), electronic and outdoor.
For the record, INSDAG rolls out ways and means for the efficient use of steel to provide optimum value to customers. From time to time, it undertakes projects to increase the use of steel in rural areas, as, for instance, in cost-effective bullock carts, toilets and bus shelters.
© 2007 agencyfaqs!