Pickle to spice up advertising for Kalpataru

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | September 02, 2008
Pickle Advertising, part of the IPG stable, has picked up the Kalpataru real estate business worth Rs 8-10 crore


Advertising, one of the recently launched agencies of the IPG (Interpublic Group) stable, has bagged the creative duties for the Kalpataru Group, following a multi-agency pitch. The average annual media spend for the business is pegged at Rs 8-10 crore. The account will be serviced out of Mumbai.

The incumbent agency, The Republic, had handled Kalpataru's creative duties for more than five years. The creative duties were reviewed because the brand wanted to move on, maintain company officials.

Founded in 1969, the Kalpataru Group has made significant contributions in areas such as real estate, property development, property management and power transmission towers. The company claims to have helped change Mumbai's landscape with its quality real estate construction.

Narendra Lodha

Rahul Jauhari
According to Narendra Lodha, senior vice-president, sales, marketing and finance, Kalpataru, the enthusiasm demonstrated by the team towards the brand was outstanding. Lodha adds, "Pickle's process driven approach and its ability to deliver a refreshingly different creative pitch through innovative messaging is what swung the final verdict in its favour. The range of other service offerings from its elder sibling, Lowe, will also add value to the brand."

In a conversation with afaqs!, Rahul Jauhari, head of creative, Pickle Advertising, says, "We were looking for clients who appreciate creative outputs. Therefore, we are pleased to have won the Kalpataru account. It will surely add a lot of value to our portfolio. We will be working on individual products to begin with and do a brand launch later down the line."

The real estate market has a number of players. However, the advertising space for this segment is cluttered with ads that are low on creative content, to put it mildly. As a result, these ads often fail to register in consumers' minds.

When asked about the strategies that need to be deployed to break out of this clutter, Jauhari says, "Most real estate brands end up advertising a particular building or a particular piece of property that is going to come up. The result of this is that the brand as a whole loses out on its entity. What we need to do is build the brand in a holistic manner. Similarly, when advertising a building, one needs to remember that every building has an idea behind it. It is only when we bring forth these ideas that the brand is able to outshine its competitors."

The media mix for the account will be a strategic combination of print and outdoor campaigns supported by below-the-line and other promotional activities. There will be heavy print activity, including brochures and pamphlets, along with presence in newspapers and magazines. The agency does not plan to concentrate on TV commercials as of now.

For the record, Pickle was recently awarded the creative duties for SAB TV, worth Rs 15 crore.

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