Vedanta's creative pitch underway

Globally diversified natural resources major The Vedanta Group has initiated a creative pitch in Mumbai. The hunt is specifically for an agency that can handle the creative mandate for brand Sesa Sterlite.

So far, one round of presentations has already taken place, in which three prominent ad agencies have participated. More creative and strategy-led rounds are likely to follow.

Earlier this year, Ogilvy India created a corporate brand-cum-CSR campaign for Vedanta titled 'Creating Happiness'. It was an integrated campaign that was created to convey what The Vedanta Group had done for the community in the past. The effort had at its core the vision to contribute to build sustainable communities and integrate sustainability as a core part of the business. Besides usual media vehicles such as traditional and social media, the campaign involved a first-of-its-kind film competition for India's young filmmakers. It was through this competition that the popular 'Binno' TVCs were born at the time.

Recently, Vedanta announced the merger of the brands Sesa Goa (iron ore) and Sterlite Industries (energy and power) into a single entity called Sesa Sterlite.