According to a source from the Chattisgarh Tourism Board, the creative account has been decided on the basis of creative inputs presented by the agencies. For the pitch, more than 25 agencies were invited.

“The decision regarding creative account has been taken and three agencies - Euro RSCG, Grey and Ogilvy & Mather have been selected. We are yet to decide on the media planning and buying account. But, in all probability, the account will be allotted to media house of any of these three agencies,” said the source, who spoke on the condition of anonymity.

According to the information available, Chattisgarh Tourism Board is following a hectic schedule for improving its infrastructure. Recently, it was announced that Air Sahara will commence daily flight connecting Raipur to Kolkata and Delhi, to be inaugurated by the chief minister of Chattisgarh, Ajit Jogi on July 23. The tourism board is also in touch with Taj Hotels.

In order to encourage aviation activities in the state and enhance the air connectivity to and from Chhattisgarh, the state government reduced the tax on ATF (Aviation Turbine Fuel) from 25 per cent to a minimal four per cent.

On the strategy, the source added, “We have more or less worked out our strategy. We want to sustain the equilibrium between tourism and the lives of people in tribal areas (Bastar, Jagdalpur, the Chitrakot falls and the Kutumasar). We don’t want to spoil the daily routine of people residing over there. It’s a place which is known for greenery and forestation, and also cleanliness.”

“Following consolidation of infrastructure work, creative work will commence. We are yet to brief agencies but expect to do it this month.” The size of the account, too, hasn’t been finalised.