Communications, Bangalore, has bagged the creative duties for Nitesh Estates, the real estate arm of the Nitesh Group. The account moves from Grey Worldwide and is pegged at Rs 10 crore.
Munira Mitra, general manager, corporate communications, Nitesh Group, says, "Last year was quite fruitful for us. We got the ITC housing project and signed Australian cricketer Shane Warne as the brand ambassador for our 500-apartment, gated township, Nitesh Forest Hills. So, we wanted to sign up an advertising agency that would offer us integrated marketing solutions to take our brand forward."
Mitra adds that the changing attitudes of consumers, easy loan options and the IT, BPO and telecom booms have made Bangalore one of the fastest growing cities in India. Until now, Nitesh's focus was on premium, high-end apartments and commercial properties, but with the changing scenario, the company is now also targeting the mass residential market, giving the middle-class consumer a taste of world-class living.
Ruchira Raina, executive director, Dentsu Communications, says, "Nitesh is an interesting account to work on. Real estate advertising can easily become non-differentiated. For Nitesh, the challenge is to build a reputation for long-term goodness and quality, which is where we will step in."
For the record, Nitesh Estates is in the business of developing prime areas across the city of Bangalore. From developing apartments to condominiums to integrated townships, office complexes and software parks, the company handles it all. Within a span of just five years, the company has created projects worth Rs 350 crore.
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