The agency is mandated to handle all above the line and below-the-line activities for the company. It will also look after corporate branding for BOP as well as promotion of various premium properties for which the company does bulk underwriting.
BOP's annual marketing spend is estimated at Rs 100 crore, with projects including DLF, Jaypee Group, Logix, Hero, Wave Inc. and Imperia Structures in the pipeline.
Amit Mavi, founder and managing director, BOP, says, "We want to be known as a company that delivers better. Through our partnership with Grasshoppers, we will reach out to our target audience and communicate the core values that drive our organisation and make us different from a loose bunch of property brokers spread in an unorganised manner across the country."
The agency has started developing a detailed strategy on how to take the brand to the next level. The campaigns for realty projects of the associates are already in full swing, while the corporate branding for the BOP Group will be rolled out in a month. Moreover, branding initiatives are also planned in several cities where BOP has launched projects in partnership with its associates.
"There is a lot of work that needs to be done because it's not just BOP but also the associated real estate projects that have to be promoted. So, we will play around with different concepts and messaging depending on the project offerings. It's going to be a challenging task but we anticipate a lot of innovative campaigns being churned out over the next few months," says Arjun Banerjee, director, India, Grasshoppers.
The company is targeting all possible media for the campaign. While the print campaign will be carried out primarily in the leading national newspapers, prominent outdoor locations have been chosen for hoardings, unipoles and trivisions. TV and radio campaigns are also in the offing.