Tourism ministry hires 15 agencies for Rs 70 cr Incredible India campaign

Pallavi Goorha

agencyfaqs!

NEW DELHI

The Ministry of Tourism, Government of India, has finalised its roster of agencies for its prestigious Incredible India campaign. The campaign, in essence, focuses on the country's scores of small, largely unexplored tourist spots, as well as India's traditional healing arts and spirituality.

According to sources in the know, a total of 15 agencies has been empanelled. The list includes O&M, Grey, Leo Burnett, Lintas IMAG, RK Swamy BBDO, Indian Tourism Development Corporation, Vivid-India Advertising, Crayons Advertising, BAG Films, Opal Advertising, F.S Advertising, Span Communications, Centum Advertising, Square Communications, and Pamm Advertising.

The size of the business is substantial and is estimated to be around Rs 70 crore, ministry officials said. The selected agencies will be responsible for producing the literature, brochure, websites and other related work for the campaign.

According to sources, the pitch process began in March 2005, where some 48 agencies were in the fray. The agencies have been empanelled for three years. Apparently, the media counterparts of the short-listed agencies will take care of the media duties for the account.

The agencies will begin work on the account from July. O&M has been servicing the ministry with distinction and had even won an Abby Gold in 2004.

Last year, the Incredible India campaign had bagged a PATA (Pacific Asia Travel Authority) Gold Award in the marketing of destinations category. The Incredible India Spirituality campaign had also won the PATA Gold Award in the travel advertisement print media category. © 2005 agencyfaqs!