Span Communications has been assigned the media duties for the Ministry of Tourism’s Incredible India’s domestic and international campaigns yet again. The pitch was called in August this year and saw the participation of leading agencies like Grey Worldwide, Zenith Optimedia, Crayons and Rashtriya, among others. Sources close to the development reveal the size of the business to be Rs 100 crore, of which Rs 35 crore has been allocated for domestic campaign.
Span Communications had handled this account last year in alliance with Ashok Creatives, which is the in-house agency of ITDC. This year, too, the two agencies will jointly execute the campaign.
Commenting on the win, Naresh Kheterpal, CEO, Span Communications, said, “The Incredible India campaign is very prestigious and the biggest of all government accounts, and we are proud to win this business once again. In the international campaign, we would be focussing on American and Asian markets, and the campaign would revolve around two themes – ‘Saare Jahan Se Achcha’ and ‘Atithi Devo Bhava’. We expect to begin shooting for this campaign within 10 days. This year, the media mix would largely involve TV, print, cinema and radio.”
For the record, Span Communications is the agency behind the India@60 campaign in the UK, which took place from July to September this year.
Span Communications bags Phase II of Incredible India Bed & Breakfast campaign
Span Communications bags Incredible India campaign for India Now