New Delhi : Mindshare and outdoor agency Kinetic Worldwide was selected by the government as media agencies for Prime Minister Narendra Modi’s `Make in India’ initiative, which aims to encourage manufacturing in the country.
Both Mindhshare and Kinetic Worldwide are part of WPP, the world’s largest communications services group, and Make in India media mandate have been signed on for a period of three years.
While Mindshare and Kinetic will handle media planning, implement strategies and carry out media audits, the Department of Industrial Policy & Promotion (DIPP), which is implementing the programme, will buy media in India and overseas directly through the Directorate of Advertising and Visual Publicity .”The agencies will get consultation fees,” a source said.
“We have reached the final stages and these agencies are in the process of getting selected,” said Amitabh Kant, secretary, DIPP.
On speculation that the department was scouting for a public relations firm for the campaign, Kant said, “We do not need a PR agency.” He added that DIPP will spend Rs 100 to 150 Cr annually on the `Make in India’ campaign.
Prashanth Kumar, CEO of Mindshare South Asia, said, “It’s a privilege to be working with the government of India. And we will be pulling in our collective experiences from all counterparts to deliver value on this campaign.”
Confirming the development, Amit Sarkar, COO of Kinetic India, said, “We will be building outdoor strategies for the `Make in India campaign.”
DIPP is likely to take the `Make in India’ campaign to South Asia Middle Europe, the US and Africa in the near future.
“The campaign will be led by outdoor and followed by digital. DIPP is expected to spend upwards of Rs 85 crore annually just on the outdoor campaign. It will use traditional media like television, print and radio only when there is an announcement,” the source said.
Last year, the government selected advertising agency Wieden+Kennedy India to craft a brand identity for `Make in India.’ A silhouette of a lion representing 25 industry sectors as the logo of `Make in India’ was created to drive the message.
`Make in India’ campaign at Hannover was handled by Kinetic and the agency was successful in delivering the project, From hoardings in the fairground to branding on public transport to brand activation inside malls, the airport and on the streets of Germany etc.
In June this year, DIPP invited proposals from media agencies. The objective of the campaign is to generate awareness about the investment opportunities and prospects of the country, to pro mote India as a preferred investment destination in the source markets overseas and to increase India’s share of global FDI.”