for Steel Development and Growth (INSDAG), which operates under the Union steel ministry, is on the look-out for a creative agency to handle the media campaign that will help it promote the use of steel.
The new campaign will be rolled out in January 2007. The media spends on the campaign, which is to be funded by several big and small steel makers, will be around Rs 20-25 crore.
RKP Singh, director general, INSDAG, says, "Last week, we briefed a few agencies which were recommended by an ACNielsen survey." Eight agencies were invited for the briefing - Bates Enterprise, McCann-Erickson, Grey Worldwide, JWT, Ogilvy & Mather, Lowe, Mudra and Leo Burnett.
The presentations for the pitch will start in the next few days.
Singh adds, "The idea is to promote the benefits of steel and project it as cost effective and useful. The campaign should be able to relate to all sections of society, be it ministers, bureaucrats or farmers. The campaign hopes to increase the consumption of steel in the country."
Singh says the agencies will be assessed on the basis of a comprehensive package, which should include print (mostly rural), electronic and outdoor. Nevertheless, he feels that rural print media should be used the most for the campaign.
INSDAG rolls out ways and means for efficient use of steel and provides optimum values to customers. From time to time, it undertakes projects to increase the use of steel in rural areas, as, for example, in cost-effective bullock carts, toilets and bus shelters.
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