Publicis Ambience wins RBI's media awareness campaign project

By Biprorshee Das , afaqs!, Mumbai | In Advertising | July 30, 2010
The agency won the business in a multi-agency pitch; the campaign, which is about banknotes, will break on August 15

Publicis Ambience has won the creative mandate for Reserve Bank of India's (RBI) media awareness campaign on Indian banknotes. The agency won the duties after a multi-agency pitch, which was called in December last year and went through rigorous review rounds.

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The prime objective of this pan-India, multilingual and multimedia campaign is to educate everyone about various security features present in an Indian banknote.

On the win, Aniruddha Banerjee, chairman, Publicis Ambience says, "We are proud to be part of this project. It is an honour to work with an organisation as distinguished as the Reserve Bank of India."

While the agency refused to divulge any figures on the spends; it is learnt that the campaign, which will be unveiled on Independence Day, will be done on a large scale. It will be spread across all media and will be led by television.

RBI has, in the past, attempted to raise awareness and bring to public notice various scams, such as fake online job offers and lotteries, and fraudulent offers of fund transfers. However, the planned campaign is expected to be one of the biggest exercises by the central bank.

Besides Publicis Ambience, the Publicis Network in India is represented by Publicis India. The network handles an array of clients, such as Citibank, Fidelity Investments, Nestlé, and Procter & Gamble.

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