NITI Aayog appoints Thinkstr as its creative agency of record

MUMBAI: NITI Aayog, the policy think-tank of the Union government, has appointed Thinkstr, a startup led by Satbir Singh, as its creative agency of record. There were 11 contenders for the account including Prasoon Joshi-led McCann Worldgroup.

"Thinkstr is a young,vibrant, dynamic startup... Satbir, its founder, is a top class creative person. NITI is delighted to work with Thinkstr," said Amitabh Kant, CEO, NITI Aayog.

Singh had earlier worked on the ‘Incredible India’ and ‘Startup India’ campaigns with Kant during his previous stints at the tourism ministry and the department of industrial policy and promotion. "We are proud to be associated with NITI Aayog... Personally too, I’m utterly delighted to be working for Mr Kant for the third time," said Singh. This will be the fifth retainer account for the ten-month-old Thinkstr after Glenfiddich, Oyo Rooms, Indiatimes, and Paree sanitary pads. Singh confirmed this is his biggest win at the agency till date.