afaqs!

Brands On E bags creative duties of ADI Prop

By Rashmi Menon , afaqs!, Mumbai | In Advertising | November 20, 2013
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The Noida-based real estate brokerage company has earmarked Rs 10 crore for marketing spends for the remaining part of this financial year.

Delhi-based Brands On E Advertising has been appointed by ADI Prop, a real estate brokerage firm, as its creative partner. The agency won the business after a multi-agency pitch process, which began in September. This is the first time the company has brought on board a professional agency.

Suhas Ratan

As per the creative mandate, the agency will help the company with its branding and communication strategy. Suhas Ratan, partner, creative, Brands On E Advertising, says that the initial campaign will be launched in four cities, which will expand to another six cities by January, 2014. For now, the media mix will involve outdoor, print, radio and digital. The company has earmarked Rs 10 crore as its marketing budget for the remaining part of this financial year.

ADI (Aspirations and Dreams Infrastructure) Prop was set up in 2011 by Aditya Parasher, who has worked with creative agencies in the past. The company specialises in commercial real estate and offers two services - brokerage services and portfolio management of all kinds of properties. ADI Prop will soon launch brokerage services in luxury residential properties. From four people, the company's staff strength has grown to 160.

According to Parashar, the campaign by Brands On E will be unveiled soon. The campaign's objective will be to educate people about why investment in commercial real estate is better than investing in residential property.

Speaking about the expansion plans, Parashar says that when he started the company, he did not have the budget to hire a professional agency. With his advertising background and contacts with freelancers, he conceptualised the advertising strategy of the company. However, with a rebranding exercise launched two months ago to rechristen ADI to ADI Prop, and plans to expand to other cities, Parashar felt it was time to bring an agency on board.

"We wanted category connect with our new logo. Also, since we are expanding, I expect the agency to communicate my vision of how to project ADI Prop in the market," he says. The company will set up its office in Lucknow in two weeks and plans to expand pan India within the next two years.

Brands On E was founded by Suhas Ratan, Shovon Chowdhury and Manash Chakravorty in 2009. Together, they have an experience of over 20 years and have worked with JWT, Contract, Bates CHI & Partners and Lowe Lintas in the past. Some of its clients include Fever 104 FM, HT Media, USAID, New Holland Agriculture, Carnation Auto and Case Construction.

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