Indiantelevision.com Team

(5 February 2009 10:00 pm)

NEW DELHI: The Ministry of Tourism has appointed Crayons Advertising and Ignitee Digital Solutions as creative agencies to handle the all-India creative duties for its ‘Incredible India’ online account.

The account size has been pegged at Rs 200 million.

Says Crayons president Ranjan Bargotra, “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 agencies will work in tandem for the domestic and international leg of the campaign for the brand.

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.

Additionally the ministry has allotted Rs 2.2 billion towards print, electronic and below-the-line activities.

“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,” adds Ignitee Digital Solutions CEO Atul Hegde.

Crayons and Ignitee have recently executed the Congress party’s online election campaign at the time of Delhi and Rajasthan elections.