Incredible India goes digital

Mukta Lad, 06 February, 2009

Mumbai

The Ministry of Tourism has appointed Crayons Advertising and Ignitee Digital Solutions to handle the creative duties of for the online campaigns of the Incredible India! account. The size of the account has been pegged at Rs. 20 crore.

Speaking about the account win, 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 partner Crayons we create some path breaking work on this brand".
 
The Incredible India! campaign is already handled by a variety of agencies. When asked whether Crayons Advertising and Ignitee India will specialise in digital media for the campaign, "Kunal Lalani, managing director, Crayons Advertising said, "The campaign is broken into different modules, and we will manage the global campaign for online based on the complete plan executed by the ministry." Crayons Advertising already handles the creative duties for the Incredible India! campaign, for Europe.

Both Crayons and Ignitee will partner to handle the domestic and international leg of the 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.