The Unitech Group has awarded the creative duties for its real estate vertical to Law & Kenneth. The Delhi wing of the agency has bagged the account, amounting close to Rs 50 crore. It was won after a multi-agency pitch which also included Capital Advertising.
The account was with JWT India for six years and around 2007, had O&M (now Ogilvy India) working on it, too. Capital has also worked for the account.
The brand has been maintaining a multi-agency set up for long, but has now decided to consolidate all projects and businesses under the real estate vertical with Law & Kenneth.
For Law & Kenneth, which already has some real estate experience through handling the accounts of Hiranandani Infrastructure & Real Estate Company (HIRCO), the win comes as a big one, especially for the Delhi wing of the agency.
Anil Nair, president, Law & Kenneth, says, "Unitech has aggressive expansion plans and they wanted a fresher and multi-faceted creative as well as strategic solution for the brand. We offered exactly that and that clinched the deal for us. We have done work on project basis for the real estate segment but nothing on a scale basis like Unitech."
Vikram Datta, vice-president, sales and marketing, Unitech Real Estate, says, "Apart from strong creative and strategic solutions and a great deal of effort put in to understand the brief, the agency also happens to be a mid-sized one, which ensures that there will be a great deal of quality servicing and time spent on the account."
According to Datta, the brand, which was earlier into luxury product offerings, now plans to shift focus to more value-for-money offerings for the consumer. The brand will roll out its new campaign by the end of this month. According to Datta, the media mix for the brand will be comprehensive, comprising TV, print, outdoor, online as well as BTL (below-the-line) activities.
Source:Televisionpoint.com