Lodha Group meets creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | May 16, 2013
The process is underway in Mumbai.

Lodha Group, Mumbai's premier real estate developer, is in the process of meeting creative agencies. The process began a few days ago and is currently underway in Mumbai.

Lodha Group

Sources inform afaqs! that a few leading creative agencies are in preliminary talks with the brand team. It is learnt that the brand is gearing up for an aggressive ad campaign and possibly an image appraisal, and is keen to work with an agency that has a strong strategic branding front.

Over the years, brand Lodha has come to stand for attributes like 'premium' and 'luxurious'. The parent brand offers a portfolio of sub-brands including 'CASA', that caters to the mid-income luxury segment, 'Excelus', an office space brand that caters to the high-end corporate office segment, 'iThink', an IT workspaces brand and 'Supremus', a brand that caters to the boutique office segment. Based on data revealed by the group's market research wing, each brand is said to have been given its own distinct positioning.

Established in 1980, the Lodha Group is currently in the process of developing over 30 million square feet of real estate. The group has more than 27 projects in and around Mumbai and plans to extend its presence to Hyderabad and Pune.

Landmark developments to the group's credit include World One (residential tower), Lodha Bellissimo (a residential development that features among the top 1,000 landscapes in the world) and Palava (spread over 3,600 acres near the upcoming Navi Mumbai international airport).

Lodha also has interests in branded office spaces, large-scale office campuses and signature boutique offices for growing businesses. The group currently employs over 2,700 associates and provides employment to more than 25,000 workers on-site.

In an email to afaqs!, the Lodha authorities clarified that this pitch process has no implications for the incumbent agency ANC. The spokesperson wrote, "While we are in talks with a few agencies for a specific assignment at the moment, this has no bearing on our relationship with ANC," after expressing confidence in the agency's capabilities.

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