afaqs!

From Here On Communications wins creative and media mandate of Jaypee Greens

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | October 18, 2011
The agency won the business on the basis of its understanding of the real-estate category. The size of the business is estimated at Rs 15-20 crore.

From Here On Communications has won the creative and media duties of Jaiprakash Associates' real-estate business, Jaypee Greens. The size of the business is estimated to be in the range of Rs 15-20 crore.

Dentsu Marcom was the incumbent agency on the business.

Speaking to afaqs!, Vibhor Gupta, associate general manager, marketing, Jaiprakash Associates, says, "It's a great experience to work with a set of new people with new ideas and thoughts."

The agency has won the business on the basis of its understanding of the category. The real-estate arm of the group has a big presence in the northern part of the country. It uses local print, national dailies, out of home, and digital to a large extent, apart from experiential marketing and participation in exhibitions for non-resident Indians.

Rajesh Aggarwal, managing partner, From Here On Communications, says, "We understood what the company was looking for in terms of creative solutions, and therefore, presented the strategy and creative ideas."

For the record, real-estate entity Jaypee Greens is a part of Jaiprakash Associates, the flagship company of the Jaypee Group. The company recently launched three real-estate projects, Jaypee Greens (Noida and Greater Noida, respectively) and Sports City, which is located near the Formula 1 racing track. It also boasts of a cricket stadium and other international sports centres. The group is headed by its chairperson Jaiprakash Gaur.

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