Niti Aayog, has appointed Thinkstr as the agency on record. Thinkstr won the mandate following a multi-agency pitch.
A total of 11 agencies bid for the creative mandate. McCann Worldgroup was also a part of the pitch. The agencies shortlisted as the final bidders for the mandate were Purple Focus, Spread Design Innovation and QAIS Consulting and the Satbir Singh-led agency Thinkstr.
The mandate involves communication management and outreach of Niti Aayog as a premier policy dynamo and think tank of the Government of India. The agency will help develop and execute an overall strategic marketing and communications plan.
Commenting on the development, Singh said, “The government's premier policy think tank, NITI Aayog has appointed Thinkstr as its creative agency. Also, ecstatic to be working for Mr Amitabh Kant for the third time.”
The agency has earlier worked on the ‘Incredible India’ and ‘Startup India’ campaigns of the Tourism Ministry and the Department of Industrial Policy and Promotion.