Rural Electrification Corporation (REC) has empanelled four agencies – IB&W, Mudra, Saatchi & Saatchi and Triton – in a multi-agency creative and media pitch held in March this year. Sixteen leading agencies had taken part in the pitch. Senior executives at REC said that the size of the business was Rs 10 crore.
The main role of the empanelled agencies would be to create a branding campaign for REC. The media mix will be executed in a phased manner. At the initial stage, only print campaigns will be introduced. Mudra and IB&W will be handling the press ads, which will appear in major national and regional dailies all over India from next week onwards. Subsequently, ads will appear in business and political magazines.
The television campaign will be introduced six months’ after the print campaign. For this, the empanelled agencies will have to make fresh presentations in three months’ time, following which it will be decided which agency will be handling the TV campaign.
When contacted, the empanelled agencies declined to comment on the account.
REC was incorporated on July 25, 1969 under the Companies Act, 1956. The PSE’s net worth is over Rs 2,466 crore. Its main objective is to finance and promote rural electrification projects all over the country. REC provides financial assistance to state electricity boards, state government departments and rural electric cooperatives for rural electrification projects sponsored by them.
REC is also planning to float an IPO by the end of this year.