ADK-Fortune wins creative mandate of Ashiana Homes

By Saumya Tewari , afaqs!, New Delhi | In Advertising | July 24, 2014
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The participating agencies were Crescent Communications, The Beach, JWT's ADK-Fortune and AB&N.

ADK Fortune, a WPP Group company, has won the creative duties of Ashiana Homes, following a multiagency pitch in Delhi. The pitch was initiated five months ago and was completed in two phases. The participating agencies were Crescent Communications, The Beach, JWT's ADK and AB&N.

Arjun Mukherjee

Rajeev K Parasher

The pitch is aimed to design communication primarily for the upcoming products of Ashiana Homes. ADK Fortune's immediate mandate will be to promote the up and coming gated community at sector 79 Noida. The agency will help establish brand Ashiana promote the new products on their regional merits.

Speaking about this development, Arjun Mukherjee, managing partner of ADK-Fortune, says, "We are happy to be part of their first premium project in Noida. The brief was to launch their new project in a highly cluttered, undifferentiated and sluggish market environment."

Rajeev K Parasher, DGM - corporate communications, Ashiana Homes says, "ADK presented five interesting routes and subsequently the creative. Digital tools are playing an important role in the real estate category too. Ashiana will consolidate its presence using all three media - print, digital and OOH."

Ashiana Homes is a 25-year-old real estate developer. ADK-Fortune was established in 2008. This is the second Indian business win for the agency this year, after Mankind.

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