Kaal, Delhi, has bagged the creative duties for Mosaic Hotel, a new venture of the real estate major, the Shipra Group. The media duties for the business are still to be decided upon.
O&M, Delhi, which handles the Shipra Group's real estate and corporate advertising, had done some initial work on Mosaic Hotel, including designing the logo.
Raaj Hiremath, chief executive officer, Ushak Kaal, says, "Our earlier understanding and experience of handling hotel brands such as Uppal's Orchid and Ecotel Hotel gave us a deeper insight into the working of Mosaic Hotel. Our strategy solutions and creative ideas were perfectly in balance with the image of the hotel and the business traveller."
Rahul Mathur, head, marketing and sales, Mosaic Hotel, says, "Ushak Kaal had better creative ideas in suggesting a creative strategy for the hotel, which is also apparent from its prior understanding of the hotel business."
Mosaic Hotel plans to launch in the first week of August 2006 in Noida, a Delhi suburb. The still to be launched campaign for Mosaic Hotel will be targeted at the corporate traveller, who is a young global citizen and looks for all the comfortable amenities he is used to while on a business trip. Fluid, Mosaic's lounge bar, will be positioned as an urban tavern with focus on promoting art and fashion.
The size of the business is expected to be around Rs 1-2 crore and the media mix will include print, outdoor, events and promotions.
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