ICICI Bank's Technology Group has invited agencies to partner it for an integrated communication campaign for promotion of Zinc and new ORS to contain diarrhoea among children. The campaign is scheduled to begin from mid-March this year. It will continue till July 30, 2007. The ad spends allocated for this period is in the region of Rs 14-15 crore.
The company has invited a select set of agencies already. The aim of the pitch is to select a communication partner for development and implementation of an integrated communication campaign. The focus of the initiative will be in the regions of UP, Uttaranchal, Bihar, Jharkhand, MP, Chhatisgarh, Rajasthan and Delhi.
The initiative comes from ICICI Bank's Programme for Advancement of Commercial Technologies - Child and Reproductive Health, (PACT-CRH). For the forthcoming years, PACT-CRH has identified diarrhoea among children as a top priority and the campaign will revolve around this.
ICICI officials couldn't be contacted at the time of filing the story.