Ackruti City brings on board Scarecrow Communications as creative partner

By Biprorshee Das , afaqs!, Mumbai | In Advertising | March 29, 2011
The real-estate company already works with Origin Beanstalk Creative Consultants, and in its bid to move forward, will split the portfolio between the two agencies.

Scarecrow Communications continues with its run of business wins, adding to its kitty the creative duties for the real-estate company, Ackruti City. The account, which will be handled from Mumbai, was won after a multi-agency pitch was called at the end of February, wherein the company evaluated around five agencies.

Ackruti City, a leading real-estate company, has interests in design, construction and maintenance of buildings - residential and commercial, IT parks, biotech parks, car parks, SEZ, power plants and malls, among others.

Confirming the development, Manish Bhatt, co-founder and director, Scarecrow Communications says, "This is one category we did not have much experience in. However, you cannot ignore the real-estate category with the amount of buzz around it. We have touched projects in the category before, but when we met the people at Ackruti, we understood that they wanted something new and uncategory-like, and at the same time, exploit our knowledge of other categories."

Adds Bhatt, "The association serves a dual purpose. Since, we offered a fresh perspective, Ackruti City gets the kind of fresh approach they were looking for. We get the opportunity to increase our experience in the category."

Ackruti City already works with Origin Beanstalk Creative Consultants. With Scarecrow coming on board, the company will split the work between the two agencies.

Talking to afaqs!, Gautam Maitra, head, brand marketing and communications, Ackruti City, says, "Our requirement for communication has grown over time. While we already have an agency working with us, we do not want to overload it with additional work, and hence have been looking for a second agency for a while."

Maitra adds, "What Scarecrow offered was a fair amount of thought in their work. We were looking for the right creative thinking. Scarecrow impressed us as did their pro-active work."

While working with the two agencies, the basic brand guidelines and architecture will remain the same. The portfolio split between the agencies will be decided shortly.

Going forward, the campaign planned will involve a lot of print and outdoor work and will be largely TG-focussed.

"Our challenge ahead is to create interesting work within the category, as well as bringing in newer ideas," says Bhatt.

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