Close on the heels of winning the creative mandate for J G Hosiery's upcoming innerwear range, TBWA has bagged the duties for Amanora Town Centre (ATC), a recently-opened lifestyle retail centre in Hadapsar, Pune.
The media budget is estimated to be upwards of Rs 10 crore.
The company spokesperson and senior-level authorities at the agency have jointly confirmed the development to afaqs!.
The win comes on the back of a multi-agency pitch that was held in Mumbai. The pitch saw the participation of three-to-four agencies, including Publicis and Situations Advertising. The latter was the incumbent on the account.
The authorities are currently in the process of finalising a media planning and buying agency for its upcoming launch campaign, slated to roll out shortly. The media mix for this campaign will include print, OOH (out of home), radio, and activation.
"Television does not figure in the first phase of ATC's communication as this campaign will be very city-driven," informs the company spokesperson.
For the record, ATC, a shopping, lifestyle and entertainment centre, commenced operations in August, 2011. It is located in Amanora Park Town, the premium residential township in Hadapsar, Pune.
ATC belongs to City Realty Development, which is a joint venture between City Corporation and Horizon Realty Fund. Everstone Capital is the investment manager of Horizon Realty Fund.