JWT has won the creative duties for Central Vigilance Commission (CVC). The size of the account is pegged at Rs 100 crore, on an annual basis. The creative agency has bagged the mandate for three years.
The CVC called for a pitch for its creative duties last year, with plans to launch a series of anti-corruption campaigns. The government body has finalised three agencies, including JWT, RK Swamy BBDO, and Ogilvy India.
According to a CVC spokesperson, the commission will adopt the Incredible India route, opting for out-of-home media for its campaigns. The commission will also use a bit of television and print.
The CVC is an apex Indian government body, which came into existence in February 1964, based on the recommendations of the Committee on Prevention of Corruption. An autonomous body, the CVC is free of control from any executive authority, and is responsible for monitoring all vigilance activity under the Central Government of India.