afaqs!

Mudra, Lowe, Contract among 15 agencies on Incredible India

By Devina Joshi , afaqs!, Mumbai | In Advertising | November 05, 2008
The ad spends are pegged at upwards of Rs 120 crore

The & #BANNER1 & # Ministry of Tourism has empanelled 15 creative agencies in all for the global Incredible India campaign. afaqs! confirmed this news from a spokesperson in the publicity division of the Ministry of Tourism.

The 15 empanelled agencies include Mudra, Lowe, Contract, W+K, Dentsu Marcom, TBWA India, Mercantile Advertising, Stark Communications, Crayons, Critique, Quantum, Basic Four, FS Advertising, IBD India and India Tourism Development Corporation's creative wing (also known as Ashok Creatives). The ad spends are estimated to be more than Rs 120 crore for the global campaign.

The 15 agencies have been appointed for a period of two years. Recently, four agencies - Crayons, Euro RSCG, Span Communications and ZenithOptimedia - were appointed to handle the media duties for Incredible India. All the empanelled agencies will be responsible for crafting creatives for various media, including television, press, radio spots and collaterals.

Mudra, one of the appointed agencies, has just about begun work on one of the projects assigned to it. Jude Fernandes, executive director, Mudra Group, says, "It is a huge opportunity for us. The Government of India is spending a huge amount on Brand India, and we look forward to partnering their efforts."

It is learnt that there are some eight-nine projects in the coming year, which will be assigned to the selected agencies after internal pitch processes within the creative roster.

While this is news of the global campaign, the creative and media duties for the domestic one will be decided much later. It is learnt that popular actor Aamir Khan has been appointed brand ambassador for the domestic campaign, and since he is currently busy with some other assignments, the ministry will work out the details once he is back in action.