MP Tourism business divided between Percept H and Crayons

Following a multi agency pitch, the creative and media duties for Madhya Pradesh Tourism Board have been divided between two agencies – Percept H and Crayons Advertising. Other agencies in the fray were Concept, AK&I, and Adfactors Advertising.

The size of the business is estimated to be around Rs 3 crore. However, the tourism board officials indicate that advertising spends could increase to around Rs 10 crore by the next fiscal.

Previously, a few MP-based local advertising firms handled the business.

G S Chahal, executive director, Madhya Pradesh Tourism Board, says, “A few months back, we had floated a tender stating basic yardsticks. In response, around 14-15 agencies approached us. But, we shortlisted only six from the list, out of which, these five agencies participated in the final round.”

Amitava Mitra, vice-president, Percept H, Delhi says, “I think our 360-degree approach towards communications helped us bag this business.”

He adds, “We have planned an aggressive promotion for Madhya Pradesh tourism. There is much more to do in MP, than wild life tourism, as is generally perceived. The new communication will highlight other tourism attractions of the state – for instance, its splendid heritage of temples, magnificent palaces and the rich culture.”

Mitra continues: “We plan to promote MP as an ideal destination for adventure sports, water sports, and perfect location for movies and television shoots.”

Ranjan Bargotra, president, Crayons Advertising, says, “The idea is to get MP among the consideration set of tourist destinations, when one plans one’s holidays.”

A decision is still awaited on how the business will be divided between the two agencies. Bargotra says, “This is not at all a concern for either of us. In the past we have shared other tourism businesses with a few agencies. And it has never been a problem for us.”

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