Crayons handed over print project for Incredible India's domestic campaign

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 10, 2009
Ministry of Tourism has allotted Rs 60 crore for its domestic campaign

Crayons Advertising has been awarded the creative duties for the domestic campaign of Incredible India. The agency will look at the execution of the campaign in the print medium. Ministry of Tourism (MoT) has allotted about Rs 60 crore for its domestic campaign which will include all forms of media.

The campaign, which is running across national dailies, talks about the country's heritage and natural beauty.

Talking to afaqs!, Leen Nandan, joint secretary, Ministry of Tourism reveals that the generic campaign is to promote established tourism of India.

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The campaign talks about the wildlife of the country, the Nilgiri mountains and Ladakh. The Nilgiris await to be explored as a major tourist destination, while Ladakh's dance festival and culture are well known.

Ranjan Bargotra, president, Crayons Advertising reveals that the campaign will go on till the end of this year.

Television and print advertising form a significant part of the media mix for the domestic campaign. Besides, the MoT also contributes towards the various festivals held by the state governments as part of its marketing and visibility initiatives. Collaterals such as brochures and posters are also taken up.

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