afaqs!

Vedanta's creative pitch underway

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 10, 2012
The pitch is for brand Sesa Sterlite. Earlier this year, Ogilvy India created a corporate campaign for the parent brand.

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.

Vedanta

Highly placed industry sources have confirmed the news to afaqs!. Annual ad spends of the group are estimated at Rs 30 crore.

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.

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