Crayons wins Incredible India online account worth Rs 20 crore

By Neha Kalra , afaqs!, New Delhi | In Advertising | February 03, 2009
The agency will handle the creative duties for the domestic as well as the international online campaign for the brand

Crayons Advertising, headquartered in Delhi, has bagged the creative duties for the Incredible India online account. The agency will be in charge of the online campaign for the brand for the domestic as well as the international markets. Ignitee (previously Connecturf), a digital agency, will assist the agency in executing the campaign.

Leena Nandan, joint secretary, Ministry of Tourism, tells afaqs! that a budget of Rs 20 crore is allotted for online advertising. She reiterates that the Internet is primarily used to reach out to the international audience. However, she did not divulge the share of domestic and international online advertising in the budget.


multi-agency pitch process required agencies to submit a media plan proposal which was followed by a bidding process - the account would be awarded to the lowest bidder.

An amount of Rs 220 crore is set aside by the Ministry for the international advertising plans, which include print and electronic media advertising, as well as below-the-line activities such as road shows.

The international campaign will focus on the idea of having one reason to visit India in 2009. As part of this effort, the Ministry of Tourism has tied up with hotels, airlines and tour agencies to offer one complementary day as part of the tourists' stay at the hotel, or one complementary flight ticket, based around the 'one' reason campaign.

The domestic online campaign will focus on the concept of 'Atithi Devo Bhava' (the guest is God), welcoming tourists to India.

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