Aamby Valley City scouts for creative partner

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 07, 2011
The pitch, currently underway in Mumbai, is in its initial stages.

It has been learnt that Aamby Valley City is on the lookout for a creative agency. For starters, the winning agency will be awarded the creative mandate for Aamby Valley City's upcoming campaign.

Industry sources close to the development have confirmed the news to afaqs!.

The pitch process was initiated around a couple of weeks back. The process is currently underway in Mumbai.

According to industry sources, authorities on the account are now moving towards more of a project-basis association with its creative agencies in the near future, as opposed to roping in creative partners for the long-term.

The estimated annual ad spend amount is pegged at around Rs 10 crore. A part of this figure will be utilised for the brand's upcoming campaign.

Sources further inform that the pitch process is still in its early stages. In fact, the first creative brief is yet to be given out to the agencies in the fray for the business.

Currently, the media AoR (agency of record) on the account is Allied Media.

Aamby Valley City is a township developed by the Sahara Group in the Pune district of Maharashtra. The account has carried the brand baseline 'Life's Finest Abode' in the recent past.

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