The Department of Tourism has recently divided the creative duties for its Incredible India domestic campaign among three agencies – RK Swamy BBDO, Grey Worldwide and F&S Advertising. The creative campaign includes seven categories – Jammu and Kashmir, Buddhism, North East, Heritage, Adventure and Wildlife, Rural India, Garbage and Graffiti. The account size has been pegged at Rs 25-30 crore.
It may be noted that Ashok Creatives, a division of India Tourism Development Corporation, is handling the media duties for the Incredible India domestic campaign along with Span Communications.
Reacting to the development, Ajit Shah, Executive Director, RK Swamy BBDO, Delhi, said, "I am really excited to do work for the Department of Tourism. We will be handling four categories – North East, Heritage, Adventure and Wildlife, and Rural India. Rural India is a new category introduced by the Department of Tourism in which we are going to showcase various aspects of rural India. The print advertisements have already started appearing in all main dailies from this week. The TVC will break in all news and entertainment channels by next week."
Ashutosh Khanna, COO, Grey Worldwide India, said, "We are enjoying doing our work for the Department of Tourism. We are handling two categories – Jammu and Kashmir and Buddhism. The print campaigns will be breaking in 15 days' time in all major dailies, while the TVCs will break in all main news and entertainment channels by the end of this month."
FS Advertising is handling the Garbage and Graffiti campaign. The agency's officials were not available for comment at the time of filing this report.
Span Communications to handle media duties for domestic campaigns of tourism ministry with Ashok Creatives