Lowe Lintas bags creative biz of New Kolkata International Development

By Neha Kalra , afaqs!, New Delhi | In Advertising | August 07, 2009
The agency's Kolkata branch won the business following a multi-agency pitch

Singapore -based Universal Success Enterprises, a diversified group in the field of infrastructure development, has brought Lowe Kolkata on-board as its creative agency in India. The agency will work on the township brand, New Kolkata International Development (NKID).

The news was confirmed to afaqs! by DK Guha, senior vice-president and branch head, Lowe Lintas Kolkata. The agency won the business following a formal pitch process against several agencies.

Universal Success Enterprises Limited (USEL) was incorporated in 2000. It is promoted by Prasoon Mukherjee and operates in the space of infrastructure development (SEZs), thermal power, sea-ports, real estate, energy trading, hospitality and manufacturing. The group has a strong presence in Asia Pacific, with businesses in countries such as India, Indonesia, Singapore, Malaysia, the Philippines and Thailand.

USEL entered India in late 2003 with its real estate projects in West Bengal, in a tie-up with the government of the state. The company has played a significant role in bringing in partners such as Salim Group of Indonesia, DLF and Unitech to West Bengal.

USEL has three strong properties in India: NKID, Kolkata West International City (one of the first foreign direct investments in township projects in India) and Mahabharat Motors (a two-wheeler manufacturing company).

In the six years of its presence in India, this is the first time that the company has got an agency to handle the creative duties for any of its brands. So far, the group has been advertising in print and outdoor; now, with Lowe on-board, the company is definitely looking at television advertising, reveals Sarbajyoti Nasker, assistant general manager, sales and marketing, USEL.

However, he chose to remain tightlipped about the ad spends.

Lowe will handle the creative for NKID; while the advertising for the other two brands would continue in print and outdoor.

The media for all the company's projects is handled in-house.

USEL has also been invited by the governments of Maharashtra and Gujarat to initiate projects in the respective states. The company has agreed to this and work is in process.

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