Kaleido Communications to handle Aamby Valley account

By Ashwini Gangal, afaqs!, Mumbai,
July 30, 2012 Section: News Category: Advertising

The brand that has so far been known as a hospitality-driven community is slated to be re-positioned as a much more gated community.

Aamby Valley City has concluded its long-drawn creative pitch. The mandate has been handed to Kaleido Communications.

The pitch was initiated late last year and saw the participation of several prominent creative agencies. It is learnt that soon after it began, the process was deferred and then re-visited, leading to a delayed pitch result. The final round of presentations was held a few weeks ago.

As per market estimates, the annual ad spend amount is pegged at Rs 10 crore.

Allied Media has worked on the media mandate for this account in the recent past.

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.

The brand has, thus far, been positioned as a hospitality-driven, 'free-for-all' type of community. It is slated to undergo a re-positioning; in the days to come, brand Aamby Valley will be positioned as a more exclusive, premium and gated community.

It remains to be seen how Kaleido Communications will execute this new positioning statement in the upcoming brand communication, without making the brand appear snobbish.