Citizen Dentsu, Dentsu India’s specialised division for social communications, has won the Delhi Civility campaign following a multi-agency pitch process that began in July 2009. The campaign will be visible across Delhi and is targeted towards the 2010 Commonwealth Games. Given the scope of the campaign, the account size is believed to be significant.
It may be recalled that in November 2009, Citizen Dentsu had entered into a partnership with the Government of Delhi for the latter’s year-long campaign against child exploitation, called ‘Time for Change’.
Commenting on the latest win, Gullu Sen, Executive Vice Chairman and Chief Creative Officer, Citizen Dentsu, said, “The objective of the Delhi Civility campaign is to bring about heightened awareness of civic sense among citizens of Delhi while also sensitising them to the city’s heritage and encouraging them to be part of preserving the same. Given the depth of this mandate, we are delighted to win and work on this coveted campaign.”
The campaign will be 360 degree involving print, TV, OOH, Internet and BTL activities. The OOH campaign broke on December 12, 2009, while the rest of the campaigns would follow soon.
The Government of Delhi had launched a Civility campaign to change the ‘mindscapes’ of the citizens. Fifteen large and mid-sized agencies had been invited to pitch for the account – Mudra, Rediffusion Y&R, Lowe Lintas, Citizen Dentsu, Leo Burnett, Grey Worldwide, TBWA, Percept/H, Pickle Advertising, Triton Communications, Crayons Advertising, Sobhagya Advertising, Interpub, Span Communications and Pressman.
Of these, Lowe Lintas, Rediffusion Y&R, Mudra, O&M, Grey Worldwide and Citizen Dentsu were shortlisted in the second round of presentations.