Shibani Gharat

Bank of India initiates creative pitch

The bank plans to empanel multiple advertising agencies for its corporate duties. The pitch process is on in Mumbai. The size of the business is estimated at Rs 10-15 crore.

Bank of India has called for a creative pitch to empanel multiple creative agencies for 2011-12 and 2012-13. The size of the business is estimated at Rs 10-15 crore. The scope involves a mix of ATL (above the line) and BTL (below the line) activities.

Bank of India initiates creative pitch
Senior-level officials at the bank have confirmed the news to afaqs!, saying that the development is part of a regular review procedure. Agencies with prior experience in corporate advertising will be preferred for the empanelment. A pre-bid meeting will be held on November 21 at the bank's office at Bandra Kurla Complex in Mumbai.

After initial technical evaluation, the shortlisted agencies will be informed about the date for the final presentation for the empanelment.

Currently, the bank's roster of creative agencies includes Rediffusion-Y&R, Ogilvy India, Inter Publicity, Maxim Advertising, and Brainwave Interactive.

In December 2010, Bank of India had empanelled nine agencies to manage its media mandate. The agencies included MediaVest Worldwide, Allied Media, Concept Communications, Motivator, Goldmine, Prachar Communications, Sobhagya Advertising, Akar Advertising and Esha Advertising.

In May 2011, Bank of India had come up with a four-TVC campaign based on the middle-class. The campaign was created by Ogilvy India and was service-specific in nature. Over the years, the bank is known to have revolved its communication around the tagline 'Rishton ki jamapoonji' (Relationships that go beyond banking).

Bank of India, founded in 1906 in Mumbai, has more than 3,101 branches in India today, spread over various states and union territories. It was under private ownership and control until July 1969, when it was nationalised along with 13 other banks.

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