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).
