Lowe Delhi has bagged the creative duties for Jawaharlal Nehru National Urban Renewal Mission (JNNURM) and Wigan & Leigh College. The combined size of the business is worth Rs 25 crore.
The Ministry of Urban Development had launched JNNURM to develop urban infrastructure and provide basic services for the urban poor in 63 cities across the country. JNNRUM was looking for an agency to assist the Ministry in creating awareness amongst the various stakeholders, including citizens at large, and enlisting their support through an effective communication plan.
Senior agency sources have confirmed the development. It was a tender which was floated by the government and the agencies had to bid for it. This will be a 360-degree campaign involving print, TVC, outdoors and below the line activities.
Three agencies had made it to the final round of the pitch. These included Lowe, Leo Burnett and another agency whose name couldn't be ascertained at the time of filing the report.
Meanwhile, a multi-agency pitch was called for the Wigan & Leigh account. Five agencies had taken part in the pitch – Lowe, FCB-Ulka, Madison Creative, Triton and Equus Red Cell. The incumbent creative agency was Crayons Advertising, which will continue to handle the media duties. The size of the account is worth Rs 8 crore.
Lowe will work on the multimedia campaigns for both the businesses, however, a detailed strategy is still being worked out.