JWT's theme of "Come out and play" tipped the balance in the favor of the WPP agency following a three-month pitch, and will be used throughout the campaign. "This theme will not only promote the Games but inspire youth to participate in a variety of sports and activities," said Rohit Ohri, managing partner and senior vice president, JWT.
"The campaign that will be spread over three years will see some path breaking below-the-line work." After unveiling the logo in January, JWT is now working on the next phase of the programme, culminating with the launch of the 'Queen's Baton', which will be taken across all the Commonwealth nations, before it reaches New Delhi on the eve of the Games.
