real estate division of the electronics company, Media Video Ltd, has awarded its branding and creative duties to Brand Curry. The company plans to spend around Rs 5 crore on advertising.
Brand Curry did not win the business through a pitch process; MVL had been tracking the work done by the agency, especially its work for Vegitt Aloo Mash, Air Hostess Academy (AHA) and Nirula's.
Sepia Advertising was the incumbent agency on the MVL account, and it continues to handle the advertising for the group's other projects. It was appointed two years ago.
Tabassum Hassan, brand manager, MVL, says, "There are a couple of reasons for choosing Brand Curry as our creative partner. First, we were impressed by the kind of work that they have done in the past. Besides, we found the same amount of zeal in the agency as us to make it big."
Media Video Ltd, the parent company, is a player in the video games, video cassettes and consumer electronics industry. MVL, the real estate division, is three years old.
MVL is looking to position the brand on the quality platform. "Unitech falls in the category of premium and luxury offerings, and DLF is known for its landmark buildings. We are looking at differentiation, not on the basis of concrete and mortar, but in offering quality realty solutions," says Hassan.
Currently, MVL has projects worth Rs 4,000 crore in hand. It has a road plan of Rs 8,000 crore, which it plans to accomplish by 2012.
Ratno Rudra, director, Brand Curry, says, "MVL had a look at our credentials and asked us for a strategy approach. The company has residential projects coming up in Bhiwadi, and commercial projects coming up in Gurgaon, and is planning to go national."
To assist them in regional reach in terms of advertising for each of their projects, the company is looking forward to a corporate campaign, a brand campaign, as well as property specific campaigns.