Lowe, Kolkata, bags real estate brand, Eden Group

The size of the business is estimated to be Rs 10 crore. The media pitch is yet to commence

Lowe, Kolkata, has been appointed as the creative agency for the Eden Group which deals in real estate. The size of the business is estimated to be Rs 10 crore. This was a multi-agency pitch and approximately 16 agencies are believed to have participated for the creative duties.

Biswadeep Gupta, general manager, Eden Group, reveals that 70 per cent of the funds will be allocated to the print campaign and the rest will be divided for outdoor advertising, radio slots, exhibitions and seminars. The media mix for the soon-to-be rolled-out campaign will concentrate highly on print and outdoor while television commercials will follow depending on the success of the former two.

So far, a local agency had been handling the business, but as it did not have the requisite scale of operations, it was time for Eden Group to go hunting for another agency.

Biswadeep Gupta

DK Guha, V-P, Lowe, Kolkata, says, “We wanted to break away from the clichéd real estate advertising of computer-generated blue skies, green lawns and a picture of a happy family.” The idea was to portray Eden Group as empowering people to have a better life, which ultimately helped Lowe win the business.

Plans for a media agency to carry out the campaigning work will be laid out soon and this also will be a multi-agency pitch according to Gupta. The creative contract with Lowe is for a duration of two years.

The Eden Group has 55 lakh square feet of sanctioned residential space under development. REIT Asset Management, a London-based company with $ 6.8 billion real estate assets globally under its management, is the majority shareholder in the two upcoming projects, which also will be Lowe’s first assignment for its new client.

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