afaqs!

Carat India bags media duties for Spire Edge

By Savia Jane Pinto , afaqs!, Mumbai | In Media Planning & Buying | February 25, 2009
Spire Edge is the IT Park project launched by Spire World

Following a two-agency pitch featuring Lintas Media Group and Carat India, the latter has bagged the media duties for Spire Edge. Spire Edge is a 1.6 million sq ft IT Park project launched by Spire World, in Manesar near Gurgaon, in the National Capital Territory of Delhi.

As per Carat India, the size of the business is estimated to be Rs 15 crore.

Commenting on the win, Kartik Iyer, managing director, Carat India says, "We hope to deliver some unique plans, which will enable the brand's success, despite the tough market situation."

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Anil Kumar, executive director, marketing, Spire World, says, "In the present market situation, it is not merely desirable, but an absolute necessity that one adopts a multi-engagement approach to marketing. Hence, we were looking for a media agency that could give strategic advice to our overall marketing efforts in a holistic manner, and not just better ATL usage or better media buying."

"Millennium Spire's unique approach to marketing the various projects, and its focus on product quality and innovation, will need to be matched with an equally innovative way of taking the product to market," adds Iyer.

Presently, Carat will handle Spire Edge. For future projects, however, Spire World intends to work with Carat as well. "I don't see a reason not to," says Kumar.

Some of the projects that Spire World has undertaken are: ILD Spire Greens, a housing project in Gurgaon; Spire Synchron, a residential and commercial complex, which is under construction in Coimbatore; and another project in Gurgaon in the near future, the details of which Kumar did not share.

For the record, Spire Edge is 50:50 joint venture between Millennium Spire and A.N. Buildwell, a company with over 25 years of experience in the development of real estate in the National Capital Region and Malaysia. Spire Edge will be located in the emerging IT hotspot, IMT Manesar, just off the Delhi-Jaipur highway.

Carat is an independent media buying and planning agency, and is part of the Aegis Media group, which also includes Posterscope, the OOH unit and Isobar, its digital marketing arm.