Span Communications has won the creative and media mandates for India Post in a multi agency pitch involving more than 10 agencies. The agency will have the account for the next two years.
Ogilvy is the incumbent on the account.
With the world moving to faster modes of communication with the Internet, private courier services and mobile telephony, India Post has had a tough task, facing stiff competition. The agency recognises the crisis and believes that it has its task cut-out.
Naresh Kheterpal, chief executive officer, Span Communications tells afaqs!, "Primarily, we have to look forward and catch them young. Today's youth is not comfortable with just about any government organisation.
We will focus to give India Post a youthful image, something that the youth can relate to."
To build the brand and promote its various services, the agency will focus on bringing a perceptive change among the target audience by strengthening India Post's image, says Kheterpal.
On the media mix, Kheterpal says, "A suitable mix of traditional and new age media, primarily led by TV and the Internet, along with other below-the-line activities will be used."
He adds that Span Communications essentially caters to government clients, while a sister company, On Ads, handles private sector accounts.