Crayons Advertising, Delhi, has bagged the creatie mandates for the Incredible India online account.
The agency will be in charge of the online campaign for the domestic as well as the international markets. Ignitee (previously Connecturf), a digital agency, will assist the agency in executing the campaign.
Leena Nandan, joint secretary, Ministry of Tourism, said, “A budget of Rs 20 crore is allotted for online advertising. The Internet is primarily used to reach out to the international audience.” Leena Nandan however did not reveal the share of the domestic and international online advertising in the budget.
The multi-agency pitch process required agencies to submit a media plan proposal which was followed by a bidding process – the account would be awarded to the lowest bidder.
An amount of Rs 220 crore is set aside by the Ministry for the international advertising plans, which include print and electronic media advertising, as well as below-the-line activities such as road shows. The international campaign will revolve around the idea of having ‘one reason’ to visit India in 2009.
As a part of this effort, the Ministry of Tourism has tied up with hotels, airlines and tour agencies to offer ‘one’ complementary day as part of the tourists’ stay the hotel, or ‘one’ complementary flight ticket, based on the ‘one’ reason campaign.
The domestic online campaign will focus on the concept of ‘Atithi Devo Bhava’ (The guest is God), welcoming tourists to India.