Ultraviolet Digital wins digital duties of Incredible India

By Nisha Menon , afaqs!, Mumbai | In Digital | December 20, 2011
The digital arm of Crayons Advertising will execute the campaign across 17 countries on the digital medium.

Following a multi-agency pitch, Ultraviolet Digital, the digital arm of Crayons Advertising, has won the digital duties of the Incredible India campaign run by the Ministry of Tourism, the nodal ministry responsible for promotion of Indian tourism. The digital marketing campaign will aim to create awareness and visibility to promote India as a tourist destination across 17 countries.

Sources close to the development confirm that this is one of the largest digital spends in the country, with an estimated budget of Rs 25-30 crore being spent on the digital medium.

According to sources, the ministry had empanelled seven agencies, out of which four were finally shortlisted. The multi-agency pitch for the digital account saw GroupM, Xebec Communications and Media Contacts, among others, presenting their credentials.

Ultraviolet Digital plans to use a mix of search, YouTube and tie ups with online editions of international publications to promote India as a tourist destination around the world. The digital campaign will run across various platforms in different languages over a period of five months. The agency will work to deliver end-to-end digital solutions for this campaign.

Commenting on the win, Gautamm Mehra, COO, Ultraviolet Digital, says, "Having started work on the Kerala Tourism campaign has given us an understanding of the category and we are now ready to take the learning to a much bigger scale with the Ministry of Tourism campaign."

Ultraviolet Digital Solutions has clients such as Marico and Kerala Tourism, among others, in its kitty.

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