Government postal agency India Post has empanelled Square Communications as its creative partner. The multi-agency pitch process began in early 2012 in Delhi. The agency will handle all above the line and below the line requirements of the overall brand (India Post) and its five product services - IMO (instant money order, EMO (electronic transmission of money order), speed post, postal life insurance and parcels - across India.
In 2009, afaqs! had reported how India Post had given its creative and media mandate to Span Communications. Prior to that, the account was being serviced by Ogilvy, which helped in India Post's new branding makeover and created its new logo in 2008.
Navneet Kapoor, president and CEO, Square Communications, says the agency will conceptualise and create a complete 360 degree campaigns for the postal service. Besides, TV, radio and outdoor, the agency will handle digital requirements. In fact, the agency is in talks to create a postal app and a microsite for each of the products offered by India Post. "We are aiming to emphasis on the concept of India Post delivering values," he says.
While, the agency has suggested a branding activity at airports, there are also talks on intra-communication solution within the organisation. Out of its 1,55,015 post offices, only 25000 are in urban areas. In rural areas, there is a lack of communication among the staff, who don't have in-depth knowledge about the different services. So, we have suggested workshops in India Post's 22 circles in India," Kapoor explains. He also points out that a TV, print and radio campaign is expected to come out by June.
As for the branding challenges India Post might face, Kapoor states that while speed post and courier service is a challenge for the organisation, it has a huge spread and network across the country in terms of money order and parcels, especially in non-urban areas.
Square Communications is a Delhi-based creative agency and is empanelled with Indian Oil, NBCC, NHPC, NHAI, STC, NTC, Delhi Govt., Uttarakhand Tourism, Engineers India Ltd., ITDC, Niftem, DFCC.