Euro RSCG, Delhi, has
won the creative and media duties for Era Infrastructure (India) Ltd. Era Infrastructure is the upcoming real estate division of Era Construction, which is into diversified construction activities such as runways and cargo complexes for airports, power projects, commercial and residential buildings and urban infrastructure development in the domestic market.
This is the first instance of the construction major hiring an advertising firm after its foray into the real estate sector, a sector that is very cluttered.
According to industry estimates, the account is pegged to be worth Rs 15 crore.
Era Infrastructure, which will be officially launched in India on January 20, 2006, will develop real estate projects such as malls, townships and commercial and residential complexes.
Confirming this development, Subita Bhagotra, senior manager, corporate communications and brand promotion, Era Infrastructure (India) Ltd, says, "We decided to go with Euro RSCG as we share a fruitful association with the agency. We have seen the agency's previous work and the management was convinced that it would deliver what we want in terms of communication."
She adds, "We are in the process of finalising the communication strategy, though one thing is clear that we will focus on print primarily, followed by outdoor. Eventually, we will explore other media as we progress."
Satbir Singh, vice-president, creative, Euro RSCG, says, "The brief is to highlight the engineering quality of the company and build long-term equity for the company."
Singh continues, "There is a lopsided view among people on builders. There are a few who are favoured, and as for the rest, you would not want to touch them with a bargepole."
He explains, "Era Infrastructure (India) Ltd is different because it is a national company that wants to reach into the international arena. This gives us a huge opportunity to showcase and churn out work that will have a wider reach."
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