Ashe MarCom to handle creative duties of Times Mangal Parv 2014

By Prachi Srivastava , afaqs!, Mumbai | In Advertising | August 13, 2014
The agency has won the project for the second time in a row, beating three agencies in a multi-agency pitch that took place in Mumbai recently.

Mumbai-based creative agency Ashe MarCom (formerly known as a.m.) has won the creative duties for Times Mangal Parv 2014, for second time in a row.

Shreepad Shende

Rasesh Gandhi

The agency won the project on the back of a multi agency pitch that took place recently in Mumbai. According to sources, the other agencies that participated in the pitch included Publicis, Utopeia and Young.

Ashe MarCom's mandate is to handle the creative duties for Times Mangal Parv 2014 across print, radio, outdoor and BTL. The promotion for the home-buying carnival will kickstart on August 14 and will run till September 28. Shreepad Shende, managing director, Ashe MarCom says, "We understand the pulse of the home buying consumer and it helps in developing communication that works. It is our privilege to be associated with The Times Group."

Rasesh Gandhi, vice president, Times Response adds, "This is the 10th anniversary of Mangal Parv and we are happy to partner with Ashe MarCom once again. They implemented last year's fest successfully. Their creative was simple, humourous and conveyed the message brilliantly across all media including print, radio and outdoor."

For the record, Times Mangal Parv, is an annual home-buying carnival organised by the Times Group. It aims to give a boost to home sales in the otherwise-lean monsoon season, where buying traditionally slows down. The event sees particpation from builders. Customers who book properties from these builders during this event stand a chance to win huge prizes, mainly cash although in one of the editions, a customer was awarded a flat. This year's prize money is Rs 1 crore.

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