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Consumer Affairs Ministry shortlists Mudra, Everest, Rediffussion for Rs 62.3-crore account

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Consumer Affairs Ministry shortlists Mudra, Everest, Rediffussion for Rs 62.3-crore account

Contrary to reports in a section of the media, the Consumer Affairs Ministry has shortlisted three agencies – Mudra, Everest and Rediffusion DY&R – for its creative business, but is yet to sign on the dotted line.

A Ministry spokesperson told exchange4media, “We have sent out letters calling for their rates. These shortlisted agencies are likely to win the business, but no final decision has been made.”

On the actual size of the business, the spokesperson explained, “The business, although worth Rs 62.3 crore on paper, will be distributed, and the advertising agencies will only be paid the creative charges depending on the work they deliver. DAVP will release the creatives to the print media and Doordarshan will be releasing the visual campaign. The amount is also likely to come down to Rs 44 crore, a major chunk of which will go to DAVP, Doordarshan and AIR. Also, some amount of money is going to be released to state governments as aid.”

According to sources in the advertising fraternity, the Ministry was looking for creative agencies for three campaigns – “Jag Grahak Jago”, which was expected to be handled by Mudra; North-East campaign, which was expected to be spearheaded by Everest; and the ISI registration and gold hallmark, which was expected to be taken care of by Rediffusion DY&R.


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