In the wake of a multi-agency pitch, Mudra Group has won the creative and media duties for Kalpataru Real Estate. Mudra Max, the integrated communications planning and implementation unit, has been selected to handle the media mandate; while Mudra West will manage the creative duties for the brand. The size of the business is estimated to be around Rs 8-10 crore.
LS Krishnan, president, Mudra Max Media, remarks, "We are looking forward to building the Kalpataru brand from a media perspective. We hope to rise to the challenges offered by the real estate category, in terms of path-breaking and innovative methods of reaching the consumer."
The media mandate was earlier with Triton; whereas Pickle Lintas was the incumbent creative agency. The campaign would essentially be focussed on West India, particularly Mumbai and Pune, as a major chunk of the group's properties are in this region.
The media mix would be print-heavy, as is the case with most real estate advertising. However, the plan is to include OOH elements and digital advertising, to create brand awareness in the rest of India as well, considering the company's future expansion plans. While the company caters to all segments, it hopes to build a premium image for itself.
Established in 1969, Kalpataru Group has diverse interests in real estate development, power transmission, civil contracting and infrastructure development, integrated facility management services, logistics and warehousing services.