Media has bagged the media duties for the Mumbai based real estate company, the Lodha Group. The Lodha Group is currently developing 27 projects with an area of 25 million sq. ft and it has a land bank of around 4,000 acres. The business will be serviced by Madison Media Sigma. Vanita Keswani is the chief operating officer, Madison Media Sigma.
No formal pitch was held. The incumbent media agency for the business was a small Mumbai agency called Gracious. The creative duties for the business continue to lie with Alok Nanda Communications. Apart from Madison Media, the Lodha Group was also in talks with the Starcom Mediavest Group. The size of the business is estimated to be Rs 30 crore.
Stuthi Vijayaraghavan, senior vice-president, strategy, Lodha Developers, says, "Madison Media brought significant analytical skills to the table that could add value to our overall corporate brand image. They projected our corporate values and highlighted distinctive brand properties that would differentiate the company and allow us to address the vast opportunities in the Indian realty market."
The first corporate campaign will be launched in December this year. The media mix will include print and outdoor advertising, below the line activities and other promotions. Television will be part of the mix, but will not be used in the initial phase.