MUMBAI: Mindshare has bagged the media mandate for the ‘Make in India’ initiative, along with WPP’s Kinetic Worldwide.

Both Mindshare and Kinetic Worldwide have been signed on for a period of three years. The ‘Make in India’ campaign is an initiative by the government of India, which aims to encourage manufacturing within the country and promote India as an investment destination.

The agencies will look into the media planning, strategies and media audits for this campaign while the Department of Industrial Policy & Promotion (DIPP) will buy media in India and overseas directly through the Directorate of Advertising and Visual Publicity (DAVP).

Mindshare South Asia CEO Prasanth Kumar said, “It's a privilege to be working with the government of India and we will be pulling in our collective experiences from all counterparts to deliver value on this campaign.”

The DIPP campaign is likely to tap into other regions like South Africa, Middle Europe, the US and Africa in the near future.