The movement comes after a multi-agency pitch. McCann will handle the business for the next three years.
The Ministry of Tourism has awarded the duties of its Incredible India account to McCann for a period of three years. The account was won in a multi-agency pitch, which had been underway for two months. The incumbent agency is Ogilvy India.
According to the Tourism Ministry, McCann was chosen because of its unique consumer understanding, intrinsic reflection of the social conscience, cultural insight and superlative creative work.
Prasoon Joshi, chairman, Asia Pacific, CEO & chief creative officer, McCann India, says, "At McCann, we take pride in our deep cultural understanding of the country and am really looking forward to this opportunity to build on India's diversity and share the incredible canvas with the world. The Ministry has many innovative ideas for the coming years, and we are excited to partner the Ministry in creating communication for the same."
McCann has also recently executed a set of four commercials for the 'Atithi Devo Bhava' initiative, featuring actor Aamir Khan. McCann has also contributed musically to this campaign with Joshi composing and lending his voice to one of the folk songs of Uttarakhand.