Rediffusion - Y&R wins Larsen & Toubro's creative mandate

The Indian multi-national conglomerate Larsen & Toubro (L&T) has awarded its creative mandate to Rediffusion - Y&R. The account was awarded following a multi-agency pitch, and will be handled from the agency's Mumbai office.

L&T has recently decided to integrate its marketing communications duty under a single agency. As part of the new mandate, the agency will start work on L&T Realty with the aim to strongly position the brand in the market. L&T Realty offers residential and commercial spaces across Mumbai, Bengaluru and Chennai.

Commenting on the account win, Deepak Morada, vice-president, corporate brand management and communications, L&T Group, says, "L&T is a diversified conglomerate that caters to markets across several sectors. While our businesses address different markets, the core value proposition remains valid across all our businesses."

Elaborating on the need to ensure consistency of brand positioning of the L&T Group, Morada says, "It was found necessary to have a single creative agency to handle the advertising needs of all our businesses. After a detailed evaluation process we decided to award Rediffusion - Y&R the creative mandate. The decision was based on the strength of understanding our business needs, and articulation of a strategy on the way ahead. The L&T brand has been built over decades with a lot of passion and commitment, and while selecting a partner we sought the same level of passion."

Dhunji S Wadia, president, Rediffusion - Y&R, says, "It's an honour to win the creative duties for Larsen & Toubro, one of India’s most well-recognised brands. We look forward to partner L&T’s ambition to achieve greater heights and create some great work together. We were given a very detailed and specific brief. This helped the team to address the issues and work on interesting creative solutions. We are delighted to be chosen as L&T’s partner from among the agencies that participated in this pitch."

Uttio Majumdar, head of operations, Rediffusion - Y&R, says, "L&T is amongst one of India’s most iconic and respected brands and L&T Realty being a part of this family, commands a high level of trust and loyalty. As it enters a new phase of development and aims to strengthen its presence in the over-crowded and often misunderstood real-estate market, we at Rediffusion - Y&R, feel honoured to be selected as its partner and look forward to help achieve its goals."

Larsen & Toubro is an Indian multi-national conglomerate head-quartered in Mumbai. The company has business interests in engineering, construction, manufacturing goods, information technology, and financial services, with offices across Asia as well.