JWT has won the Unicef's polio immunisation programme worth around Rs 20 crore from O&M, confirmed Rohit Ohri, General Manager and Branch Head, JWT, Delhi. Five agencies -- O&M, Publicis, Lowe, JWT Delhi and JWT Kolkata -- were shortlisted by Unicef, according to sources.
Only two agencies, O&M and JWT, Delhi, made it to the final round and JWT won the pitch. The polio immunisation campaign was serviced by O&M for eight years.
Asked on the execution of the campaign, Ohri said, "We will be given the brief on Friday and then we will think of how to go about it. The focus will certainly be on the television commercial and the radio. There will also be a few print and below-the-line campaigns."
The polio campaign will be dealt sensitively. "We will be working on the next level of communication. We need to completely eradicate polio from this country. Therefore, our creatives will persuade people to come out in full force in support of this initiative."