Ogilvy to take Incredible India to next level

Ogilvy India has won the creative duties for the Incredible India campaign promoted by the Ministry of Tourism. The agency's Delhi office will handle the mandate for the next three years.

In an official communiqué, Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, says, "The Incredible India campaign, which we launched in 2003, is now back with us. We look forward to do some incredible work for India Tourism."

The agency's mandate over the next three years will be to provide a creative vision to take Incredible India to the next level in both domestic and international markets.

"We launched Incredible India when the journey first began, and will now partner the Ministry of Tourism to take it to greater heights again," adds Sanjay Thapar, group president, North and East, Ogilvy.

It may be noted that afaqs! had filed a report in 2010, stating that the Ministry of Tourism had called for a multi-agency advertising pitch as part of its plan to take the Incredible India campaign to the next level across Asia-Pacific, America, and Europe. The pitch was called for fresh ideas for five separate accounts, which include print and television campaigns.

In 2008, the Ministry of Tourism had empanelled 15 creative agencies for the global Incredible India campaign. These are: Mudra, Lowe, Contract, Wieden+Kennedy, Dentsu Marcom, TBWA India, Mercantile Advertising, Stark Communications, Crayons, Critique, Quantum, Basic Four, FS Advertising, IBD India and India Tourism Development Corporation's creative wing (also known as Ashok Creatives). The ad spends were then estimated to be more than Rs 120 crore for the global campaign.