CIL shortlists cos for creative work

Coal India on Wednesday shortlisted four agencies, namely, DDB Mudra, RK Swamy, Interpub and Sobhagya for handling its creative duties over the next two years as per industry sources.

The account was previously shared by O&M, Grey Worldwide, DDB Mudra and Sobhagya. The empanelment process which took place this month and attracted applications from around 20 agencies, of which 14 made the final presentations.

As per a person involved with the process, the account size may be pegged at Rs 10 - 12 crore. The last major national campaign of Coal India took place over the five months, pre and post the initial public offer period of the company in 2010. Post this, the year 2011 was a subdued one for the coal major in terms of communication.

Also, the company's year-long wait for a full-time chairman getting over recently may provide a fresh impetus to its communication plans adds the source.

The creative duties will witness a two pronged focus on building the company's corporate image as a driving force behind the economic growth of the nation as well as the corporate social responsibility (CSR) activities undertaken in areas such as education and environment.

The next empanelment process of creative agencies will now take place only in April 2014.