Enterprise, Bangalore, has bagged the creative duties for Asipac.
The Asipac Group is one of India's largest property marketing groups. It assists in the conceptualisation, feasibility check, facility planning and marketing (selling/ leasing) of malls, hotels, SEZs, business and industrial parks and high-value residential projects in South and West India.
Bates Enterprise offered the client a presentation in early May 2006, without any formal pitch being called for the business. Prior to Bates Enterprise, Asipac was managing its creatives in-house. It still has to decide on its media duties. The size for the business is estimated to be Rs 3 crore.
Speaking on the reason for choosing Bates Enterprise, Amit Bagaria, chief executive officer, Asipac, says, "We wanted the market to be aware of the operations of Asipac. As a company, Asipac challenges conventions. Bates came up with a dynamic strategy and meaningful creatives which were along the lines of what we wanted."
Commenting on the win, Subhash Kamath, chief operating officer, Bates Enterprise Group, says, "Based on the insights provided to us by our proprietary planning tool, Change Point Planning, we leveraged the change points, captured the key strategic idea and provided the client with a convincing strategic direction."
The media mix for Asipac will consist mainly of promotional events, below-the-line activities, print and outdoor advertising.
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