Square
Communications wins creative mandate of India Post
Government postal agency India Post has empanelled Square
Communications as its creative partner. The multi-agency pitch process began in
early 2012 in Delhi. The agency will handle all above the line and below the
line requirements of the overall brand (India Post) and its five product
services - IMO (instant money order, EMO (electronic transmission of money
order), speed post, postal life insurance and parcels - across India.
The
business size is said to be in the range of Rs 5-10 crore.
In 2009,
afaqs! had reported how India Post had given its creative and media mandate to
Span Communications. Prior to that, the account was being serviced by Ogilvy,
which helped in India Post's new branding makeover and created its new logo in
2008.
Naveent
Kapoor, President and CEO, Square Communications, says the agency will
conceptualise and create a complete 360 degree campaigns for the postal
service. Besides, TV, radio and outdoor, the agency will handle digital
requirements. In fact, the agency is in talks to create a postal app and a
microsite for each of the products offered by India Post. "We are aiming
to emphasis on the concept of India Post delivering values," he says.
While, the
agency has suggested a branding activity at airports, there are also talks on
intra-communication solution within the organisation. Out of its 1,55,015 post
offices, only 25000 are in urban areas. In rural areas, there is a lack of
communication among the staff, who don't have in-depth knowledge about the
different services. So, we have suggested workshops in India Post's 22 circles
in India," Kapoor explains. He also points out that a TV, print and radio
campaign is expected to come out by June.
As for the
branding challenges India Post might face, Kapoor states that while speed post
and courier service is a challenge for the organisation, it has a huge spread
and network across the country in terms of money order and parcels, especially
in non-urban areas.
Square
Communications is a Delhi-based creative agency. Some of its clients include
Narayana Institute, Fly Mobile, Aashiyana Group of Companies, and is an
empanelled agency for Delhi Tourism, Western Railway, Indira Gandhi National
Open University (IGNOU), GAIL India Ltd, ndian Railway Catering & Tourism
Corporation Ltd.(IRCTC).
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