Minority wins Pride Builder's World City account

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 03, 2015
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The incumbent agency on the account was Ogilvy & Mather.

Mumbai-based creative agency Minority has bagged the account of World City project, being executed by Pune-based developer Pride Builders, following a multi-agency pitch. The group has only recently launched its township in Charoli - an integrated township of 400 acres with global lifestyle amenities. Pride was earlier associated with Ogilvy & Mather which was involved in developing early work for Pride World City.

Minority is led from the front by managing partners Yogi Vashishta and Suraj Pombra.

World City

Says Vashishta, "It's a privilege to be part of building a township of this scale, not just in terms of area, but also in terms of the lifestyle amenities being offered that are on par with global projects."

Yogi Vashishta

Ravi Kabara

Suraj Pombra

Pombra says that the agency was looking forward to working with the developers as there was much to learn from the young and dynamic real estate company. "Pride is one of the most respected names in the business and has covered a lot of ground in just 20 years. We hope to learn a lot from associating with them on this project, apart from being able to add both business and brand value to the company and secure its position as Pune's most innovative and exciting real estate house with the PWC campaign."

Ravi Kabara, senior VP - operations at Pride, states, "The team at Minority demonstrated a strong strategic approach and a good understanding of real estate communication challenges. They showed a different approach to correctly represent a brand of such size and diversity to our audience. We see Minority as a good communication partner to guide us through the journey of building a strong brand."

Recently, Minority also bagged the creative mandate of wind-energy company Suzlon.

Pride Builders is a property development conglomerate which has successful projects in Pune, Mumbai and Bengaluru.

Minority is a four-year-old start-up that has worked with clients like Legrand, AppsDaily, Safari Luggage, Reliance Cement, Boroline, Kalpataru, Boostmysale.com, Reliance Energy, Mumbai Metro, Suthol, Antarang, Airport Express (Delhi) and Transitions.

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