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SAIL on lookout for creative agency; calls for pitch for Rs 12 cr business

07-February-2007
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SAIL on lookout for creative agency; calls for pitch for Rs 12 cr business

Steel Authority of India Ltd (SAIL) is on the lookout for a creative agency. It is learnt from reliable industry sources that the steel giant has invited credential presentations from close to eight agencies if not more. At the time of filing the report, it was learnt that McCann Erickson, RK Swamy/BBDO, Saatchi & Saatchi, Mudra, Lowe, Leo Burnett and Grey are in the fray. The size of the business is indicated to be in the region of Rs 10-12 crore.

The names of some of the other participating agencies could not be ascertained. The presentations will take place in two batches spread over this week and the next.

SAIL has not been active with its advertising in the recent past, but it seems that the steel major is gearing up and will probably be more visible through its communication. Till now, SAIL has been present through sporadic advertising and relies on most of its old creatives. Its search for a bigger agency signifies its bid to be present more aggressively in the consumer mind.

It could not be ascertained whether SAIL, like most of the bigger PSUs, would settle for a panel of agencies on its roster or just go with one.

It might be recalled that SAIL was a major advertiser on television in 1996 with its celebrated creative done by Lintas with the tagline ‘There is a little bit of SAIL in everybody’s life’. The primary function at that time was to create brand recall.

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