Era Group reviews its Rs 35-40 crore advertising duties

By , agencyfaqs! | In Advertising | May 01, 2006
The group has recently called for a pitch to finalise the creative agency for its corporate account

Era Group, with its

four companies Era Constructions (India) Ltd, Era Infrastructure (India) Ltd, Era Metal Building Systems Ltd and soon to be relaunched Era Financial Services Ltd, is looking at restructuring its advertising duties. The total spend on advertising is slated to be in the region of Rs 35-40 crore.

Era Construction 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. Era Infrastructure is the upcoming real estate division of the group. Era Metal Building Systems is into pre-engineered building material and Era Financial Services will enter into the business of entertainment, retail and hypermart.

Era Group has called for a presentation for the advertising duties for its corporate account. The agencies in the fray are Grey Worldwide, Leo Burnett and Euro RSCG. A decision on this will be announced in the first week of May.

Subita Bhagotra, senior manager, Group Corporate Communications, Era Group, says, "We are looking at a sync in the communication for all our four companies, hence we have decided to have one agency on board to handle communication for our corporate."

She adds, "However, in keeping with our huge expansion plans across the country we have decided to assign agencies on project basis. It is difficult to allocate communication duties to one agency for our various projects as the communication needs will vary in different parts of India."

Earlier in January this year, Era Infrastructure (India) Ltd had awarded its advertising duties to Euro RSCG on a retainer basis. Bhagotra clarifies, "Euro RSCG will cease to be our creative agency. But we share a long-term association with the agency and will continue to work with the agency on future projects."

The company will rely on print and outdoor as its media mix, though at a later stage it plans to foray into electronic medium as well. The agency has also appointed Corporate Voice/Weber Shandwick on a retainer basis to handle its PR.

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