NEW DELHI The Department of Tourism has split its US$ 6 million domestic campaign account between three agencies: RK Swamy BBDO, Grey Worldwide and F&S Advertising.
The creative assignment includes seven categories - Jammu and Kashmir, Buddhism, North East, Heritage, Adventure and Wildlife, Rural India, Garbage and Graffiti. "India being such a vast nation, we thought it was best to have different agencies focusing on specific areas and target groups," said a spokesperson for the Department of Tourism.
Ashok Creatives, a division of India Tourism Development Corporation, is handling the media duties for the Incredible India domestic campaign along with Span Communications.
RK Swamy BBDO will handle four categories - North East, Heritage, Adventure and Wildlife, and Rural India.
Ajit Shah, executive director, RK Swamy BBDO, Delhi, said: 'Rural India is a new category introduced by the Department of Tourism in which we are going to showcase various aspects of the interiors of India. I am really excited to do work for the Department of Tourism."
The print ads are appearing in all of the main dailies, while the TVC will break in all news and entertainment channels soon.
Grey Worldwide is handling Jammu and Kashmir and Buddhism, while FS takes charge of the remainder.
