Contract Advertising's Delhi
branch has added two new businesses to its kitty. These are TCI (Transport Corporation of India) and real estate company Collage.
The combined size of these two businesses is estimated to be around Rs 10 crore.
The TCI business, put at about Rs 5 crore, has moved from Everest Brand Solutions. Last year, advertising spend for TCI is learnt to be higher than this.
TCI, which was set up in 1958, also owns several others brands such as XPS, a door-to-door courier service, and TCI Seaways, besides the flagship company TCI.
This year, TCI has set two objectives for itself. The first is to promote the flagship brand TCI through corporate campaigns, and the second to promote its B2C brands, XPS and TCI Supply Chain Solutions.
Chander Agarwal, head, new ventures, TCI, says, "Contract Advertising proposed a simplistic approach for the advertising strategy, which influenced our decision."
Meanwhile, the Collage Real Estate business was won following a multi-agency pitch. The other agencies in the fray were Dhar & Hoon and Publicis India.
Vivek Srivastava, director, marketing, Collage Real Estate, says, "The agency portrayed a great sense of consumer understanding, teamed with sensible account planning skills in terms of communication and advertising."
Contract Advertising's key tasks for this business will be to build a corporate identity for the group, and to promote individual properties such as Collage Mall.
Collage Mall is a new venture, wherein the company plans to set up 10 family entertainment centres, spread across 5,000 sq. feet, in different parts of the country. The idea would be to offer a consistent experience across the malls, which Contract would have to emphasise on, through the advertising campaigns.
For the record, Collage Real Estate is an affiliate of Somdatt Builders, a hi-end infrastructure company.
This is the first time Collage Real Estate has hired an advertising agency.
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