afaqs!

Grey Delhi to build creative skyscrapers for the Collage Group

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | May 23, 2011
The creative agency won the account through a pitch that involved four-to-five agencies. Contract Advertising was the incumbent agency; however, the company and the agency parted ways amicably in 2009.

Grey Delhi has won the creative account of the real-estate company Collage Group. The size of the account is estimated at Rs 20 crore.

Confirming the development to afaqs!, Vivek Srivastava, director, marketing, Collage Group, says, "We decided to go with Grey Delhi because we believed in its creative ability. Further, more than the creative strategy, we respect it for its planning skills, which are excellent."

The creative agency won the account through a pitch that involved four-to-five agencies, names of which could not be obtained at the time of filing this report. Contract Advertising was the incumbent agency; however, the company and the agency parted ways amicably due to the economic slowdown in 2009.

Srivastava adds, "Contract was doing a great job, but in 2009, with the global slowdown hitting the real-estate category very strongly, we decided to part ways amicably for an indefinite period. Now, after a gap of almost three years, once again the real-estate section is bouncing back. We, too, have returned to all the action."

As part of the creative strategy, Grey will focus on creating print campaigns and below the line activities. According to Srivastava, television, radio, and bulk SMS options are easily available, but do not create much impact.

For the record, the Collage Group is an affiliate of Som Datt Builders (SDB), a company specialising in turnkey infrastructure projects. Founded in 1990, the Collage Group is a research and knowledge-driven real-estate firm with a pan-India footprint. The group is promoted by Sumit Khaneja and Amit Khaneja under the guidance of Inder Mohan Khaneja, vice-chairperson, Som Datt Builders.

Recently, the Collage Group, in collaboration with real-estate major Unitech, has launched several projects such as The Great India Place -- a 9,00,000 sq ft of integrated retail, entertainment and leisure complex on Kolar Road in Bhopal; as well as Uni Homes -- a 23-acre residential development, amongst many more.

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