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Coal India floats tender for empanelment of ad agencies

The Navratna PSU will empanel four agencies for a period of two years. The account size is upwards of Rs 10 crore.

Pallavi Goorha Kashyup | Mumbai | September 9, 2011

Riding on the huge success of one of India’s most successful IPOs, Coal India has floated a tender inviting presentations from advertising agencies for empanelment. CIL has said it will empanel four agencies for a period of two years. All leading agencies are learnt to be participating in the pitch. The account size is upwards of Rs 10 crore, according to industry sources.

The mandate is to provide services in advertising and media relations. The last date for submission of bids is September 22, 2011. The brief given to agencies is to formulate a strategic plan for CIL’s image building.

The agency role will involve designing, conceptualizing and releasing ads in print, TV and radio, besides media management. The empanelled agencies will also have to design corporate campaigns besides handling event management. The agencies will be required to make radio jingles, short films, outdoor advertisement, etc.

The Coal India IPO held in October last year set a record of sorts, getting oversubscribed by more than 15 times. Adfactors had the mandate for the IPO campaign and communication, and the spend is learnt to have been around Rs 18 crore.

Pallavi.Goorha@BestMediaInfo.com

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