Top Story


Home >> Advertising >> Article

R K Swamy BBDO, Basic 4 Advertising join GAIL’s roster

Font Size   16
R K Swamy BBDO, Basic 4 Advertising join GAIL’s roster

GAIL, the public sector enterprise, has chosen eight agencies to work on its brand and communication. The empanelment process had begun in September. While R K Swamy BBDO and Basic 4 Advertising are the new additions on the list, National Advertising, Interpub, Airads, Concept Communication, Mercantile Advertising and Square Communications have been retained on the account. Adfactors Advertising and Grey are the incumbent on the business.

Sources close to the development have confirmed the news to exchange4media. The size of the account could not be ascertained at the time of filing this report; however, GAIL spends regularly on its communication activities and industry events.

The empanelled agencies will handle work for GAIL’s corporate office in Delhi as well as advertising duties for its regional offices in Ahmedabad, Bhopal, Chandigarh, Chennai, Hyderabad, Jaipur, Kochi, Kolkata, Lucknow, Kanpur, Gwalior and Mumbai. Participating agencies were asked to present strategy and credentials on which the duties have been awarded to the empanelled agencies.

The scope of work for empanelled agencies include display ads, public awareness / announcement ads, corporate ads, internet ads, product ads, radio jingles and TVCs, outdoor ads, institutional campaigns – including event management. Also, campaigns on behalf of GAIL, other oil and gas sector companies and the Ministry of Petroleum and Natural Gas. The scope would additionally include organising exhibitions in India and abroad, besides designing and printing of various publications.

For the record, GAIL is the largest gas transmission and marketing company in India. It is headquartered in New Delhi.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...