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Contract Advertising wins creative duties for Piramal Realty

By Biprorshee Das , afaqs!, Mumbai | In Advertising | June 14, 2011
The company has brought an agency on board for the first time; the business was won following a multi-agency pitch.

Piramal Realty, the real-estate venture of Piramal Enterprises, has brought on board Contract Advertising to handle the brand's creative mandate. Contract bagged the account after a multi-agency pitch that was called about two months ago.

This is the first time that Piramal Realty has partnered with an advertising agency. It is learnt that five agencies, including Contract Advertising were foraying for the business.

Confirming the development, Pushkaraj Shenai, chief operating officer, Piramal Realty, tells afaqs!, "We are a corporate brand. Piramal as a corporate, stands for certain values. We were looking for an agency that could understand the brand and its values, translate the essence into real-estate, and create compelling communication; we found Contract Advertising as the best fit."

Piramal Realty had been focussing on building land banks, getting design approvals, and concentrating on projects, so far. It has been rather low-key on the mass communication front.

"In real-estate, direct marketing and direct communication are the most effective ways to reach our audience, which is what we were doing so far. However, we are now looking to communicate and market our projects, and the brand, on a mass scale. Hence, we decided to bring an agency on board," says Shenai.

Largely concentrated in Mumbai and Pune, Piramal Realty has three residential complexes in the Bandra-Kurla Complex, two in Navi Mumbai, while one complex will soon be launched in Mulund. The company also has a 2.4 million square feet commercial space close to the Bandra-Kurla Complex.

The company is still evaluating the media mix for the upcoming campaign, but is looking at a 360-degree approach towards communication, says Shenai.

In an unrelated development, CavinKare has also signed up Contract Advertising to handle the upcoming projects of its two brands, Chik and Spinz hair colour. Shampoo brand Chik has a strong market in South India and the company is now looking at a pan-India presence, while with Spinz, which is already an established deodorant brand, CavinKare is foraying into the hair colour segment.

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