Pickle Lintas and Ogilvy India corner the DLF business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | November 01, 2010
Percept/H is the incumbent agency on the DLF account.

Several sources close to the development have confirmed to afaqs! that Ogilvy India and Pickle Lintas have been brought on-board as DLF's new creative agencies. The creative duties will be shared by the two agencies on what sources choose to call a "project basis". The account will be handled out of the Delhi offices of both agencies.

It has also been learnt that the development is the result of a multi-agency pitch; but names of the participating agencies could not be ascertained at the time of filing this report.

Percept/H is the incumbent on the DLF account. The agency has been handling the company's creative duties for about four years.

DLF is India's leading real estate company that has traditionally focused on the development of residential, commercial and retail properties. Presently, DLF is aggressively creating new shopping and entertainment spaces nationwide.

Confirming the news to afaqs!, a source at DLF conveys on grounds of anonymity that the brand has always focused on product advertising, rather than brand advertising, as the IPL (Indian Premier League) amply serves the latter purpose. DLF has been the title sponsor of IPL since the cricket tournament's debut in 2008.

It remains to be explored how exactly the brand's creative mandate would be divided between the two triumphant agencies.

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