Indian Railways (IR), which made its debut on television in terms of advertising with its first ever ad campaign in October 2010, is now on a hunt for creative and media agencies for empanelment, according to senior sources in the industry.
Sources close to exchange4media have also informed that there are several agencies already in fray for the business including JWT, Crayons, Percept H, Interpub, Mudra and Ogilvy & Mather. The brief to the agencies was to build the identity of Indian Railways in the most effective way and the chosen agencies should be able to connect the organisation with the people of India.
The creative agencies have already undergone the first round of presentation that took place in the last week of October. For the record, media duties are currently handled by an in-house team at IR.
It may be recalled that O&M had helped the Indian Railways to come out with a large-scale corporate campaign, release of which was scheduled with the opening day of the Commonwealth Games (CWG) 2010.