Sumita Vaid

RKSwamy/BBDO Delhi pockets business worth Rs 20 crore

The Delhi office has come on the rosters of The Indian Tourism Development Board, the Department of Tourism, and picked up GETIT Yellow Pages

The Delhi office of RKSwamy/BBDO prefers to work quietly but aggressively. The agency has won the advertising account of GETIT Yellow Pages, a project for promoting Buddhists sites in India to Asian countries from the Department of Tourism – Government of India, and has gained an entry into to the agency roster of The Indian Tourism Development Board (ITDC).

The cumulative billings of all the three businesses put together is in the region of Rs 20 crore. Though all the three accounts were won in multi-agency pitches, the names of competing agencies could not be ascertained.

Underlining the task at hand for GETIT Yellow Pages, Ajit Shah, executive director, RKSwamy/BBDO, says, “The task is essentially to launch GETIT Yellow Pages in Delhi. In fact, we are very close to releasing campaigns on ‘usage’ of two of GETIT Yellow Pages directories. One focuses on the business-to-business aspect, and the other on business-to-consumer.” The GETIT account, informs Shah, has moved from Everest Integrated Communications.

For promoting the Indian Buddhist places, the agency has already conceived the campaign. Bearing the slug – ‘Come walk with the Buddha’, the campaign is an invitation to the tourists in countries such as China, Taiwan, Thailand and others to explore the historical testaments of Buddha across India. Shah is quick to point out that the campaign does not promote religion, but the Buddhist philosophy.

The campaign will break across all media. National Geographic Asia would air the commercial, and magazines such as Time and Newsweek would carry the advert. Internet and below-the-line too would be used to a great extent.

On ITDC, since the empanelment is a very fresh development, government officials are yet to plan out the course of action. However, at the time of the pitch, which saw an enthusiastic participation from many agencies, the contenders were asked to base their presentations on promoting ITDC properties from the point of view of encouraging tourism.

Besides work on the new wins, Indian Airlines is also keeping RKSwamy/BBDO Delhi busy round the clock. “There is some interesting work happening.” Without parting with more information, Shah concluded the interview with these words. © 2005 agencyfaqs!

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