The Ministry of Tourism has appointed Crayons Advertising and Ignitee Digital Solutions to handle the all-India creative duties for the “Incredible India” online account. The account size has been pegged at Rs. 20 crore.
The agencies will work in tandem for the domestic and international leg of the campaign for the brand. The Ministry has allotted Rs 220 crore towards print, electronic as well as below-the-line activities.
Speaking on the occasion Atul Hegde, CEO Ignitee Digital Solutions Pvt Ltd said, “We are delighted to win this prestigious account, it is easily one of the largest online activities in the country, building a strong tourist traffic in this trying times is a challenge we look forward to, we will ensure that along with our partners Crayons we create some path breaking work on this brand.”
Crayons and Ignitee are hardly novices when it comes to working with the Government of India. They have recently executed the Congress party's online election campaign for the Delhi and Rajasthan elections.
Ranjan Bargotra, President Crayons says “This is another positive step forward for the Crayons-Ignitee partnership, after the congress account we have now pulled off another prestigious brand. Crayons has the added advantage of working on part of the offline activities for Incredible India, we will now leverage our knowledge of the brand in the online campaign.
The Incredible India international campaign will focus on the idea of having one reason to visit India in 2009.Whereas the domestic campaign will focus on the concept of “Athithi Devo Bhava”, welcoming tourists to India . |
