After almost two and a half decades, India will host one of the largest multi-sport events, the Commonwealth Games 2010. Earlier, in 1982, the country had hosted the Asian Games.
As a precursor to the event to be held in New Delhi, the Government of Delhi will launch a Civility campaign to change the 'mindscapes' of the citizens. Accordingly, a pitching process is being held, involving the empanelled creative bigwigs and five agencies have been shortlisted for the second round of presentations.
Uday Sahay, director, information and publicity, Government of Delhi, confirms the news to afaqs! and reveals that 11 agencies from among the 15 empanelled ones were invited to share their ideas in the initial phase.
Sources reveal that out of the 11 who received invitations, eight agencies took part in the first round of presentations.
Following the first round, five agencies have been shortlisted. These are Lowe Lintas, Rediffusion Y&R, Mudra, Grey Worldwide and Dentsu Communications. These agencies will put across their ideas in a second round of presentations to be held soon.
Sahay brings out that the pitch was restricted to only the large and mid-sized agencies as it is a full-fledged campaign requiring significant looking after.
The one-liner brief was - cityscapes are changing, mindscapes are not. Mindscapes need to be attended to in accordance with the changes taking place in the city.
Very clearly, with the Commonwealth Games 2010 getting closer by the day, the government is looking at drawing the attention of the residents of the city to civic sense.
Sahay adds that the campaign will be primarily centred on outdoor media. However, he doesn't rule out the campaign being extended to other media for greater impact in the future. The campaign will be visible across Delhi and NCR.
Though the size of the ad budget for this particular campaign could not be ascertained, it is certain that the spend will be substantial, with the government taking a serious look at putting the message across on this subject.