Dentsu Marcom bags Indiabulls and ANA airlines

By , agencyfaqs!, Mumbai | In Advertising | August 27, 2007
The size of the Indiabulls business is in the region of Rs 20 crore and that of ANA Airlines, around Rs 3-4 crore

Dentsu & #BANNER1 & # Marcom, Mumbai, has bagged the advertising duties for financial services and real estate company Indiabulls and Japanese airline ANA.

Indiabulls was being promoted by Brand David till a year and a half ago. Since then, the company has been managing its promotion work in-house.

The pitch for the Indiabulls business was held early this month. Publicis Ambience, Saatchi & Saatchi, TBWA and FCB-Ulka were some of the agencies in the fray, apart from Dentsu. Two rounds were held and Dentsu competed with TBWA in the final round. The size of the business is in the region of Rs 20 crore.

Commenting on the development, Kuber Kher, marketing manager, Indiabulls, says, "There were many agencies that suggested the big branding approach for the company as a whole. But this approach centred only on the brand name of the company and missed focusing on many of our services. The strategy presented by Dentsu concentrated on the umbrella branding principal, which created an overall brand identity for Indiabulls, but also focused independently on our diversified products and services."

The first campaign for Indiabulls is expected to hit the market by mid-September this year. The media mix will broadly consist of television, print, radio, below-the-line activities and outdoor advertising.

ANA Airlines is slated to introduce its first all-business-class, non-stop flight from Mumbai to Tokyo from September 1. Dentsu Marcom will help ANA in its India launch and handle both the creative and media duties. The size of this business is around Rs 3-4 crore.

The media mix for ANA Airlines is mainly print, outdoor advertising, direct mailers and e-CRM. The first print campaign was launched on August 23.