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Tag: Incredible India

  • The account was earlier handled by Ogilvy

    McCann bags creative biz of Incredible India

    By A Correspondent

     

    The Ministry of Tourism has awarded the duties of its Incredible India account to McCann. A grueling pitch process had been underway for the last couple of months and the account was won by McCann in this multi-agency pitch for a three year period.

    The account was earlier handled by Ogilvy.

     

    According to the Tourism Ministry, McCann was chosen because of their unique consumer understanding, intrinsic reflection of the social conscience cultural insight and superlative creative work.

     

    Prasoon Joshi

    Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer McCann India says “At McCann we take pride in our deep cultural understanding of the country and am really looking forward to this opportunity to build on India’s diversity and share the incredible canvas with the world. The Ministry has many innovative ideas for the coming years and we are excited to partner the Ministry in creating communication for the same.”

     

    Incidentally, McCann has just executed a set of four commercials on the Atithi Devo Bhava Initiative. These feature Mr. Aamir Khan and have been launched recently. McCann has also contributed musically to this campaign with Prasoon composing and lending his voice to one of the folk songs of Uttarakhand.

     

  • Tourism ministry floats tender of Rs 200 crore for Incredible India campaign for agencies with revenues of at least 100 crore

    Incredible! Given min rev pre-condition of Rs 100 cr, only Big 5 can pitch for tourism min biz

    By Pritha Mitra Dasgupta

     

    The tourism ministry has floated a tender for the Rs 200-crore Incredible India campaign, inviting bids from advertising agencies with revenues of at least Rs 100 crore, a condition that rules out participation of mid-sized firms such as Contract, Rediffusion Y&R, Everest, Bates CHI, Grey or any Indian-owned agency like Concept group of companies and other smaller boutique shops.

     

    While the ministry runs this campaign every year, in the international leg this year it wants to focus especially on new markets like Russia and CIS countries, the Middle East and South America, among others.

     

    “The bidding agency must have a cumulative revenue from creative work equivalent to Rs 100 crore or above in the last three financial years. In addition, the creative agency should have handled at least one creative account in any field, with revenue of over Rs 5 crore, in any one of the last three years,” says the tender notice.

     

    The ministry has also stated that the agencies will have to submit an earnest money deposit (EMD) or bid security of Rs 50 lakh. This will be returned to “unsuccessful bidders…within one month of issue of the work order/contract to the successful bidder”.

     

    According to the head of a non-participating agency, if the guidelines are strictly followed, only five agencies in India can bid for the account. These include Ogilvy & Mather, J Walter Thompson, McCann Erickson, Lowe and FCB Ulka, said the agency head, who did not wish to be named.

     

    “This is extremely discouraging for agencies at a time when Prime Minister Narendra Modi is emphasising so much on patriotism and ‘Make in India’. With this tender, the ministry has alienated almost the entire advertising fraternity,” the agency head added.

     

    The ministry briefed a few agencies at a meeting in Delhi earlier this week and gave them time till February 9 to submit their proposals.

     

    “The selected agency should be able to provide a creative vision and strategy for taking forward the Incredible India campaign of the ministry of tourism,” the tender notice says, adding, “The agency would also be responsible for taking over the content, inventory of films and other creatives from the creative agency which handled the account of MoT and maintaining the same.” The Incredible India campaign was launched in 2003 by Ogilvy & Mather.

     

    In 2006, Grey won the account while a part of the business went to Wieden+ Kennedy. But O&M won back the account in 2012 following a multi-agency pitch and it is seen as a frontrunner this time round as well.

     

    The ministry runs the campaign in both domestic and international markets.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The Ministry of Tourism, Government of India, asked its agency Ogilvy & Mather to take the 'Incredible India' brand forward leading to 17 executions of the creative idea – Find what you seek

    ‘Find what you seek’ with Ogilvy’s Incredible India campaign

    By A Correspondent

     

    Ogilvy & Mather has released 17 executions of the creative idea – Find what you seek – for the Incredible India campaign. The Kolkata monsoon poster is part of this effort.

     

    In an attempt to take the ‘Incredible India’ brand forward, the Ministry of Tourism, briefed Ogilvy & Mather to delve a little deeper into what made India truly Incredible for the new campaign.  Discussions between the agency and client led to the articulation of the idea: ‘Find what you seek’, notes a communiqué. It was based on the insight that India can be what any traveller wants it to be. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist, the release adds.

     

    CREDITS:

    Executive Creative Director : Ajay Gahlaut

    Creative Director: Jossy Raphael & Gaurav Nautiyal

    Art: Kanika Sethi

    Copy: Ajay Gahlaut, Jossy Raphael, Richa Jain

    Account Management: Pawan Bhatt, Faisal Mahfooz, Rupinder Singh

     

  • Ogilvy Delhi has been awarded the Ministry of Tourism (Incredible India) creative business.

    Incredible India back with Ogilvy

    Ogilvy Delhi has been awarded the Ministry of Tourism (Incredible India) creative business. The business win is an outcome of a  multi-agency pitch from among agencies across India. Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, said, “I am absolutely delighted that the Incredible India campaign that we had launched in 2003 is now back with us. We look forward to doing some incredible work for India Tourism.”

     

    With this win again, Ogilvy’s mandate over the next three years is to provide a strategy and creative vision. This should align with and take Incredible India to the next level in both, the domestic and international markets.

     

    Sanjay Thapar, Group President – North & East, Management, Ogilvy & Mather, New Delhi, said, “Building a Brand for the country is probably one of the highest honours that any agency can be given and I am so happy that we have received this opportunity once again for India. We launched Incredible India when the journey first began and will now partner the Ministry of Tourism to take it to greater heights again. This is probably one of the best things that could happen to us at the start of 2012.”

     

    Ogilvy India has established its capabilities in the tourism sector having created very laudable campaigns for MP Tourism, MTDC (Maharashtra Tourism Development Corporation), Gujarat Tourism among others. Ogilvy Delhi is currently handling J&K Tourism and has been empanelled with HP and Rajasthan Tourism in the past.

     

    Tourism is the second largest foreign exchange earner in India. Besides being an economic driver for growth. Tourism promotes national integration and international brotherhood. India’s thousands of years of history, its length, diversity and the variety of geographic features make its tourism offering interesting, large and varied.