The Ministry of Tourism has decided on the agency to handle the creative and media duties for Incredible India’s domestic campaign. After bagging the international campaign, Ashok Creatives (the in-house creative wing of the Indian Tourism Development Corporation) has won the domestic campaign as well. The size of the account has been pegged in the region of Rs 45 crore.
Senior officials close to the development have confirmed the development. There are many categories involved in the campaign, including Jammu and Kashmir, Cultural Heritage, World Heritage sites of India, 150 years of India’s freedom struggle, awareness campaign on garbage and graffiti around monuments and pilgrimage centres, rural tourism, Yoga and wellness, Adventure and Wildlife, and the North East.
The tourism ministry had called for a pitch for the account, which saw the participation of top agencies such as Crayons Advertising, Grey Worldwide, Lintas, Mudra, O&M, RK Swamy BBDO, F&S Advertising, Mode, and Ashok Creatyives, among others.
As reported by exchange4media earlier, the global Incredible India campaign, commissioned by the Ministry of Tourism, has already appointed agencies to handle its media and outdoor duties, while Ashok Creatives is handling media, Media Mindscapes is handling outdoors. The combined size of the account is Rs 75 crore.
Global Incredible India campaign: Ashok Creatives bags media; Media Mindscapes bags outdoors; account size Rs 75 cr