DLF has appointed Scarecrow Communications, Delhi, to its roster of agencies. Scarecrow will manage the creative duties for some of DLF's residential projects, across India. The media spends for this business is estimated to be over Rs 6-7 crore for this financial year.
Bhatt feels that the thought process they presented to the client helped them clinch the win. According to him, selling houses is like selling dreams, but at the end of the day, a real-estate giant like DLF has to strike a fine balance between dreams and reality.
Raghu Bhat, founder director, Scarecrow Communications, sees this win as an important win for the Delhi office. "DLF is the largest real-estate brand in the country. It is looking for fresh thinking, and this is a great opportunity for the Delhi team to do some great work," he says.
Anindya Banerjee, ECD Delhi, says "It's a privilege to be working on a brand like DLF. It is also a challenge to be working on a category that shows immediate results."
DLF, which currently has over 3,000 acres of planned development in place, and which is best known for having developed Gurgaon into a major international sub city, is one of India's largest real-estate companies. Founded in 1946 by Raghuvendra Singh, it is a well-diversified group, with interests that span residential, commercial, and retail segments. The company has different creative agencies on its roster for different segments. Although the names of the agencies on the roster could not be ascertained by the source from DLF, Ogilvy India and Pickle Lintas were known to have been on the creative roster for DLF, earlier.
In July 2011, DLF India empanelled Blackpencil India as its communication partner for its new projects across various cities in India including Bengaluru, Chennai, Jalandhar, Panchkula and Kochi.
Scarecrow is headquartered in Mumbai, but handles many Delhi-based brands such as Nestle, MVL Mobiles, Religare and BPCL.