Grey, Chennai, wins Rs 6-crore Tamil Nadu AIDS Initiative biz

August 6, 2004

NEW DELHI, August 4

Following a multi-agency pitch that saw as many as 30 agencies in

the fray (not an unusually high number for a government pitch,

though),

Grey Worldwide, Chennai, has picked up the creative and media duties

for the Tamil Nadu AIDS Initiative. Managed by the state government,

the objective of the Tamil Nadu AIDS Initiative is to generate

awareness about AIDS. To that end, the task before the newly

appointed agency is to develop communication that educates people

about AIDS and encourages preventive measures.

According to media reports, the incidence of HIV cases in Tamil Nadu

has decreased from 14.7 per cent in 2002 to 9.02 per cent in 2003.

The obvious concern for the authorities is to further check the

spread of AIDS, which is understandable considering Tamil Nadu is

one of the six worst hit states in India (the other five being

Andhra Pradesh, Karnataka, Maharashtra, Manipur and Nagaland).

Indeed, Grey is quite excited about winning the account, which is

estimated to be worth Rs 6 crore. However, what is not clear at this

stage is whether any other agency or agencies have been empanelled

along with Grey.

Tamil Nadu AIDS Initiative is not the only government-related

business that Grey has won. The Delhi office has pocketed a part of

the Department of Tourism account. Sources say the business includes

Web and interactive-related services, as well as media

responsibilities. While the Web and interactive part of the business

goes to Grey, the media duties are in the care of Mediacom. Although

no official word on the development is forthcoming, sources reveal

that the Department of Tourism had come out with several open

tenders, and it goes without saying that several agencies had

pitched for the business.

Informal discussions with officials connected to the development

reveal the total size of the business – including Web and media – is

to the tune of Rs 55 crore. For the record, O & M remains on the

panel, and continues to compete for others aspects of the Department

of Tourism business.

In addition these account wins, Grey has added the Rs 6-7 crore

advertising account of India Today. Grey was already servicing

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